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Key Takeaways Improve your authority and visibility beyond your website by showing up consistently on trusted review platforms, trade publications, forum discussions, major media outlets and even niche authoritative blogs.
Make your website easy for both AI tools and Google to understand with clear titles, headings and copy that spell out what you do and who you help.
Create bottom-of-funnel content, like comparison posts and product roundups, that answer buyer questions and position your brand as the credible choice.
Two years ago, attracting new B2B customers online was pretty straightforward. You’d create helpful, SEO-optimized content, rank in one of Google’s top three spots for your target keywords and most likely capture 18% to 40% of clicks for those terms.
But now, and heading into 2026, AI search tools like ChatGPT, Claude, Perplexity and even Google’s own AI Overviews and AI Mode are changing how people search, discover and decide which vendor fits their needs.
Higher Visibility surveyed 1,500 people to understand how search behavior is evolving in 2025. 71.5% have used AI tools for search, particularly for product comparisons and recommendations, to support buying decisions.
This same behavior — using AI to narrow down options — is likely happening in your industry. But when buyers ask AI tools for recommendations and your business isn’t on that list, you lose a high-intent buyer at the exact moment they’re ready to decide.
That’s why you need to optimize for both search engines and AI tools, so your business shows up wherever buyers are looking. Here are four ways to do it.
Related: Why AI Search Will Soon Decide If Customers Ever Find Your Brand
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