June 16, 2025

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

Frederik Dohm

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

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

As there are currently no paid results in AI search (yet?), tools like SearchGPT are particularly relevant for SEO and pose two important questions: Will SearchGPT replace SEO in the future? And how can your company remain visible and generate leads if 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 a classic Google search, you don't get a list of links, but a contextual answer in a conversational style.

ChatGPT is not the only tool with an AI search function (if 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 originates are named as sources and linked or quoted directly. So if you can provide a "good" answer to the question posed via your content, you will remain visible even without a number 1 ranking.

What's what: SearchGPT vs ChatGPT Search vs Google vs AI Overviews

As we dive deeper into GPT Search and SEO, it's important to categorize the different tools and channels - after all, OpenAI's SearchGPT tool isn't the only one shaking up the market right now. Here is an overview of the various players:

	SearchGPT & Co	ChatGPT	Google	AI Overviews
Purpose	AI-supported search engine for direct answers	AI chatbot for answering questions, creating texts, posts, emails, etc.		Algorithm-based search engine	Brief summary of various contents
Answer	Answer in text form incl. references	Flexible depending on the prompt, longer texts partly with references		List of relevant links, ranked according to algorithm	Answer in text form incl. references
Context	Context of the question is taken into account, follow-up questions are possible	Reminiscent of a normal dialog with a conversation partner		Context to previous search queries is not taken into account	Context to previous search queries is not taken into account
Actuality	Real-time information, but currently still 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 network, still has some catching up to do
Transparency	Sources in the form of links	References only in web search mode	High transparency, as only links are shown	Links as sources, verification is uncertain
User	Personalized results for the specific user in context	Personalized results for the specific user in context	Personalized results, but rather for the "average" user according to algorithm	Personalized results, but rather for the "average" user according to algorithm
Integrations	Is getting better and better in specific information (e.g. flight data or similar)	No access to live data to specific information (e.g. flight data or similar)	Many integrations to other websites & portals, very accurate information	Also displays specific information such as prices, but not always

What do the figures say about SearchGPT & the impact on SEO?

One thing is clear: the previous SEO traffic will not be lost, but it will shift. A current study by Semrush provides some insights:

This means for you: Although organic traffic is initially falling and traffic via GPT Search is growing, 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 named as a source if your content does not yet rank on page one. In plain language: Even if your keywords are already occupied by competitors, you have a good chance of entering 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 have a greater effect than the classic search engine visitor.

From SEO to GEO: 8 strategies for your content marketing that work

So now we come to the most important question: What should B2B companies consider in their content and SEO strategy in order to remain visible in SearchGPT and generate leads?

Our team supports more than 45 companies strategically and operationally 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 build trust.

The shift in search behavior towards SearchGPT brings new challenges - and opportunities (!) - for SEO. We have developed specific strategies that have already proven to be effective* for our clients.

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

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

With AI platforms, a new buzzword has made its appearance in online marketing: Generative Engine Optimization (GEO) - 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 conversation style) in SearchGPT and Co. SEO strategies for the B2B sector are not becoming obsolete, but the focus is even more strongly on 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 for just one AI platform. Even if ChatGPT is currently the top dog, nobody can predict today how the competition will develop in five years' time. 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, however, it is also important to emphasize that SearchGPT does not replace SEO. Here are two key thoughts:

Although SearchGPT is gaining in importance, it will probably not overtake traditional search queries via Google for another two to four years (see the Semrush study). So the best practice is to create your content not just for AI, but for SearchGPT, search engines and (very importantly!) users.
Many B2B SEO strategies that we are already 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 best strategy at the moment is to literally double-track 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. Quite the opposite. Especially in the B2B sector, content ...

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

To ensure that you are also cited or found via SearchGPT, clear branding as a specialist for your product or service is essential, just as it is for SEO. We achieve this by delving deep into our clients' complex solutions and working closely with the product managers to integrate not only correct content, 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 traditional SEO, keyword analyses are crucial when weighing up search volume, search intent and competition. These continue to provide 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. This means that instead of searching for "best QM software" (classic keyword), users search for "Which QM software is the best for SMEs 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. One reason for this is that each prompt is highly individual, as every user formulates their query differently. On the other hand, there is (still) no tool that measures these queries in a similar way to the keyword tools (ahrefs or Sistrix).

The solution is: We continue to focus on 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 your customers are asking - 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 also search the web for information that they can only find if the right technical requirements are met. This basically includes the same factors that are important to Google algorithms:

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

For us, it is already standard practice to check these technical aspects at the start of a collaboration in the area of SEO and to provide clear recommendations or, if desired, to support you with the implementation. To ensure that content is published in a technically correct manner, we also use guides and check the formatting of the texts or, optionally, do this ourselves.

6. clear structures & modular structure 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 central theme and be structured coherently in terms of content
Individual sections should deal with clear subject areas and the content should have a modular structure
The important questions for the individual sections should be clearly answered
Content must not be redundant and should not contradict each other
The structure should be reflected in a clear heading hierarchy
Paragraphs should be short and congruent in content

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

7. strategically expand content formats

The classic in content marketing is - also for most of our customers - an SEO blog. This is also still relevant and an important source of information for SearchGPT. However, to further increase your visibility, it is also becoming increasingly important to diversify your content formats. This can 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 mere blog articles
Create video content that you integrate via 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, SearchGPT and the shifts in SEO behavior continue to make them more important.

8. domain authority remains & link building is important again

Last but not least - how exactly SearchGPT evaluates the relevance of a page cannot yet be assessed 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 used to be one of the most important SEO tactics a few years ago, but was then downgraded in the Google algorithm and, according to current assumptions, is becoming increasingly important again thanks to SearchGPT.

To categorize it again: In general, domain authority is considered 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 never neglect domain authority, but it is also not the only decisive factor. Deep, high-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? For the time being, no. How can your company still stay visible? By understanding 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's 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 content.

And we can already see that customers with good SEO results and high-quality content from SearchGPT & Co are being displayed more frequently. So the sooner you act and adapt to the latest developments, the less you will be affected by the shift in search behavior or position yourself directly for the future if you have not yet actively pursued SEO or GEO.

Because even if search behavior changes and organic traffic declines over the next few years, it will not be "lost", but rather shifted 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. gain.

Our assessment as a B2B with SEO expertise is therefore: SearchGPT offers enormous potential and you should act as quickly as possible to prepare for the revolution in SEO that will take place over 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 provide high-quality content are cited as sources, which ensures visibility regardless of Google ranking.

Will ChatGPT replace SEO?

ChatGPT and SearchGPT will not replace SEO (for the time being), but will shift traffic as more and more users seek information via AI platforms and less via Google search. However, more search queries via AI will, according to a study by Semrush more search queries via AI are only expected in two to four years, so SEO will remain relevant and companies should adapt to both search channels.

How can you 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, citations or as a mention in comparisons. High-quality, relevant content that the AI can use as a source, a well-structured website and content formats as well as a technically flawless website are important for this.

Should Google be worried about SearchGPT?

Google should not only be worried about SearchGPT, but most probably already is. The impending revolution in search behavior is ultimately calling Google's business model into question and the market giant is being forced to catch up technically - the best proof of this is Gemini and AI Overviews. We are curious to see how and whether Google will effectively face up to the competition.