June 16, 2025

SearchGPT: Is SEO for B2B at the end or more important than ever before?

Frederik Dohm

Founder & Managing Director of Leadeffect As an expert for complex B2B IT solutions and purchasing processes, I share interesting marketing insights & lead generation strategies for your business via the Leadeffect blog.

How do customers, decision-makers, and buyers find your company? For the last 10 years, we could rely on one answer: Google. Either via paid (SEA or Google Ads) or organic search results (SEO). However, there is currently a lot happening in the area of search behavior, and suddenly the answer no longer seems so clear, keyword SearchGPT.

Since there are currently (still?) no paid results in AI search, tools like SearchGPT are primarily relevant for SEO and present us with two important questions: Will SearchGPT replace SEO in the future? And how can your company remain visible and generate leads when link lists are replaced by AI texts?

“Google will do the Googling for you”

– Liz Reid, Google Head of Search

What is SearchGPT & why is it important for your business?

GPT Search is OpenAI's AI-powered search engine that accesses data from the web in real time – not just training data. In contrast to the classic Google search, however, you do not get a list of links, but a contextual answer in a conversational style.

ChatGPT is not the only tool with an AI search function (when web browsing is activated). The GPT Search is also available on other platforms such as perplexity.ai or in Microsoft Copilot.

Where does your company come into play? The websites from which the information comes are named as sources and linked or quoted directly. So, if you can provide a “gut” answer to the question asked via your content, you will remain visible even without a number 1 ranking.

What is what: SearchGPT vs. ChatGPT Search vs. Google vs. AI Overviews

If we delve deeper into GPT Search and SEO, it is important to classify the various tools and channels – after all, OpenAI's tool SearchGPT is not the only thing that is currently shaking up the market. Here is an overview of the various players:

	SearchGPT & Co	ChatGPT	Google	AI Overviews
Purpose	AI-powered search engine for direct answers	AI chatbot for answering questions, creating texts, posts, emails, etc.		Algorithm-based search engine	Brief summary of various content
Answer	Answer in text form including sources	Flexible depending on the prompt, longer texts, some with sources		List of relevant links, ranked according to algorithm	Answer in text form including sources
Context	Context of the question is considered, follow-up questions are possible	Reminiscent of a normal dialogue with a conversation partner		Context of previous search queries is not considered	Context of previous search queries is not considered
Actuality	Real-time information, currently less precise than Google	Training data & real-time data via web search, not always up to date	Very precise information in real time	Uses data from the web, recency still needs improvement
Transparency	Sources in the form of links	Sources only in web search mode	High transparency, as only links are shown	Links as sources, verification is uncertain
User	Personalized results for each specific user in context	Personalized results for each specific user in context	Personalized results, but more for the "average" user according to algorithm	Personalized results, but more for the "average" user according to algorithm
Integrations	Constantly improving in specific information (e.g. flight data, etc.)	No access to live data on specific information (e.g. flight data, etc.)	Many integrations to other websites & portals, very accurate information	Also provides specific information such as prices, but not always

What do the figures say about SearchGPT and its impact on SEO?

One thing is clear: existing SEO traffic is not lost, but it is shifting. A recentstudy by Semrush provides insights:

This means for you: Although organic traffic initially decreases and traffic via GPT Search grows, SEO remains relevant! In the coming years, users will continue to use both search options.

This means for you: A good organic SEO ranking is also reflected in SearchGPT, but (!) you also have a good chance of being mentioned as a source if your content has not yet ranked on page one. In plain language: Even if your keywords are already occupied by competitors, you have a good chance of getting started successfully.

This means for you: A lead that you gain via SearchGPT is "more valuable" than a "normal" SEO lead. Less traffic via AI can therefore even lead to a greater effect than the classic search engine visitor.

From SEO to GEO: 8 Content Marketing Strategies That Work

So, let's get to the most important question: What should B2B companies consider in their content and SEO strategy to remain visible in SearchGPT and generate leads?

Our team strategically and operationally supports more than 45 companies in the area of B2B online marketing. As you know, content marketing in the B2B sector has always followed different rules than in the B2C business – your target group is narrowly defined, most products are complex and require explanation, suitable search terms are searched for less frequently, and quality is crucial to building trust.

With the shift in search behavior towards SearchGPT, new challenges - and opportunities (!) - are emerging for SEO. We have developed concrete strategies that have already been proven to be effective* for our customers.

*Important: The search results in SearchGPT are not reproducible because the answers are constantly recalculated according to statistical principles, the content is dynamically evaluated and compiled differently according to context.

1. GEO instead of "just" classic search engine optimization

With the AI platforms, a new buzzword has made its appearance in online marketing: Generative Engine Optimization (GEO) - i.e. the optimization of content for generative search engines such as SearchGPT.

In practical terms, GEO is a further development of search engine optimization for link lists (the familiar Google results page) towards contextual search results (semantic text in conversational style) in SearchGPT and Co. SEO strategies for the B2B sector are not becoming obsolete as a result, but the focus is shifting even more to quality instead of quantity - more on this in the other strategies.

Above all, it is important that we no longer only have Google on our radar, but also generative search channels. This is not about optimizing all content only for one AI platform. Even though ChatGPT is currently the top dog, nobody can predict how the competition will develop in five years. Our recommendation is therefore to include GPT search tools in SEO or GEO.

2. "Classic" SEO remains relevant for the time being

Following on from the previous point, it is also important to emphasize that SearchGPT does not replace SEO. Here are two central thoughts on this:

Although SearchGPT is gaining in importance, it will probably not overtake classic search queries via Google for another two to four years (see the Semrush study). The best practice is therefore: create your content not only for AI, but for SearchGPT, search engines and (very important!) users.
Many B2B SEO strategies that we are currently implementing remain highly relevant for SearchGPT! Qualitative, up-to-date content is not only generally important for B2B prospects, but has also been our absolute focus since the Google E-E-A-T update two years ago.

The optimal strategy at the moment is to run on two tracks, so to speak, and keep an eye on SearchGPT as well as SEO.

3. Prove expert status through high-quality content

As already emphasized, optimizing for SearchGPT does not mean throwing proven SEO strategies overboard. On the contrary. Especially in the B2B sector, content means...

... should be. The goal is to prove your status as an expert in your field. Since the aforementioned E-E-A-T update, Google has become better at recognizing content authority. SearchGPT and similar tools, which can also understand context, are virtually experts at recognizing experts.

In order to be cited or found via SearchGPT, a clear branding as a specialist for your product or service is essential, just as it is for SEO. We achieve this by immersing ourselves deeply in the complex solutions of our clients and working closely with the product managers in order to integrate not only factually correct, but above all unique and practical perspectives into the content.

4. Keywords vs. SearchGPT Prompts & User Intention

Another important lever is: What question do you actually want to answer? In classic SEO, keyword analyses are crucial, considering search volume, search intention, and competition. These continue to offer valuable orientation, but you should add a dimension with regard to SearchGPT.

This is because the search in AI models is less keyword-driven and more semantic. That is, instead of searching for "best QM software" (classic keyword), people search for "Which QM software will be the best for medium-sized companies in 2025? I need a solution with functions for process management, document management and audits" (semantic).

The challenge is: Semantic queries are not (yet) quantifiable. This is partly because every prompt is highly individual; after all, every user formulates their query differently. On the other hand, there is (still) no tool that measures these queries in a similar way to keyword tools (ahrefs or Sistrix).

The solution is: We continue to orient ourselves towards classic keywords – because, as I said, SEO remains relevant – and supplement these with an even better understanding of your target group and the topics that move them. If we identify the questions that your customers ask themselves – e.g. with tools such as Answer the Public or in collaboration with your sales department – and answer them clearly, this not only brings SEO benefits, but also increases your chances of being used as a source by SearchGPT.

5. Do not neglect technical SEO

Another aspect of "classic" SEO is still important for SearchGPT – the technical foundation of your website. The background to this is that, just like the Google crawlers, AI search engines search the web for information that they can only find if the correct technical prerequisites are in place. These basically include the same factors that are important to the Google algorithms:

Fast loading times (usability and all important information is loaded when the page is scanned)
Mobile optimization (also usability, Google applies "mobile first" and it is also easier for AI to capture)
Use schema markup (structured data can be read and interpreted better by crawlers and AI)
User-friendly navigation (this also relates to the structure, and indirectly to bounce rate and similar factors for SEO)
Crawlability (just as you can set a page to "noindex", you can also block it for AI bots, but your content will then not be found; the same applies to paywalls or content behind contact forms)
Structured texts (a clear heading hierarchy also ensures more structure and better comprehensibility)

For us, it is already standard practice to check these technical aspects at the beginning of a collaboration in the area of SEO and to give clear recommendations or, if desired, to support you with the implementation. To ensure that content is published technically correctly, we also rely on guides and check the formatting of the texts or, optionally, take care of it ourselves.

6. Clear structures & modular design of the content

For the next strategy, content meets technical SEO, because the more structured your content is, the better Google and SearchGPT can process it. In plain language, this means:

Content should follow a clear theme and be logically structured
Individual sections should deal with clear subject areas, and the content should be modular
The key questions for each section should be clearly answered.
Content should not be redundant and should not contradict itself.
The structure should be reflected in a clear heading hierarchy.
Paragraphs should be short and structured in a content-congruent manner.

At this point, classic SEO strategies continue to prove their worth, provided they are consistently implemented.

7. Strategically expand content formats

The classic content marketing tool – also for most of our clients – is an SEO blog. This is still relevant and an important source of information for SearchGPT. To further increase your visibility, it is also increasingly important to diversify your content formats. This could look like this, for example:

Design lead magnets such as white papers; it is important that these have a special added value for the reader that goes beyond pure blog articles.
Create video content that you integrate across various channels (e.g. on YouTube, in blog posts or via social media).
Publish your own studies, surveys or publications on industry-relevant topics.

Even though we have been recommending more diverse content formats for years, it is becoming increasingly important due to SearchGPT and the shifts in SEO behavior.

8. Domain Authority remains & link building is important again

Last but not least – how exactly SearchGPT assesses the relevance of a page cannot yet be estimated as precisely as with the Google algorithm, but the domain authority of your website still seems to be an important factor. Three criteria are decisive for this:

Building backlinks was one of the most important SEO tactics a few years ago, but was then weighted down in the Google algorithm and, according to current assumptions, is becoming increasingly important again due to SearchGPT.

To put it into perspective: In general, domain authority is one of the decisive criteria for page 1 rankings on Google. It is still relevant for SearchGPT, but (!) as the Semrush study shows, the chances of lower-ranking pages becoming visible are also increasing.

Our conclusion: You should not neglect domain authority under any circumstances, but it is not the only decisive factor. Deeper and higher quality, well-structured and practical content is still more important.

Our assessment: SearchGPT will revolutionize SEO & offers unprecedented opportunities for B2B

Will SearchGPT replace SEO? Not for the time being. How can your company still remain visible? Through an understanding of the shifts in search behavior, the requirements for content and the consistent implementation of B2B SEO best practices with an additional focus on AI search engines. And: It is important to act now!

We have never relied on designing content solely for search engines. Nor does it make sense now to create content solely for AI. The focus should always be on your customers - taking into account the criteria that search engines and AI place on the content.

And we can already see that customers with good SEO results and high-quality content are more frequently used by SearchGPT & Co. So the sooner you act and adapt to the latest developments, the less you will be affected by the shift in search behavior, or you will be future-proofed right away if you have not previously operated active SEO or GEO.

Because even if search behavior changes and organic traffic declines in the next few years, it will not be “lost”, but will shift to other channels – e.g. SearchGPT. This gives many medium-sized B2B companies that do not continuously rank on page one the opportunity to even gain visibility and traffic.

Our assessment as B2B with SEO expertise is therefore: SearchGPT offers enormous potential and you should act as quickly as possible to prepare for the revolution in the SEO area that will take place in the next few years.

SearchGPT FAQ

What is SearchGPT?

SearchGPT is an AI search engine from OpenAI that accesses web data in real time and provides contextual answers. This technology is also available on platforms such as Perplexity.ai and Microsoft Copilot. Websites that offer high-quality content are cited as sources, which ensures visibility regardless of Google ranking.

Will ChatGPT replace SEO?

ChatGPT or SearchGPT will not replace SEO (for the time being), but will shift traffic as more and more users obtain information via AI platforms and less via Google search. However, according to a study by Semrush, more searches via AI are not expected for another two to four years, so SEO remains relevant and companies should prepare for both search channels.

How to rank in SearchGPT?

It is not possible to “rank” in SearchGPT in the same way as on Google. Rather, it is about visibility in the sources, quotes, or as a mention in comparisons. What is important for this is high-quality, relevant content that the AI can use as a source, a well-structured website and content formats, and a technically flawless website setup.

Should Google worry about SearchGPT?

Google shouldn't just be worried about SearchGPT, but most likely already is. After all, the upcoming revolution in search behavior is challenging Google's business model, and the market giant is forced to catch up technically – the best proof of this is Gemini and AI Overviews. We are excited to see how and if Google effectively faces the competition.