Everyone’s throwing around terms like GEO, LLMO, and AEO. But here’s what really matters when it comes to B2B SEO trends: the basics still work.
What’s changed is where those basics need to show up. Google isn’t the only place people search anymore. Tools like ChatGPT, Claude, and Perplexity are pulling content from trusted sites and sending real traffic.
So instead of chasing the next flashy tactic, focus on what’s actually shifting, how people discover information, and how to make sure your site shows up where it counts.
7 B2B SEO Trends 2025
1. SEO isn’t just Google anymore
When people think “SEO,” they still think Google, but that’s no longer the full picture.
Today’s B2B buyers are starting to search in more places: ChatGPT threads, Reddit posts, Product Hunt, and LinkedIn.
If your strategy only targets one channel, you’re missing where decisions actually start.
What this means for B2B:
You need to create content that shows up wherever your buyers search even if that’s inside an AI chat window.
How?
Structure your content so it’s quotable, clean, and answer-ready:
Real example:
This Ahrefs guide on keyword difficulty is frequently cited by ChatGPT because:
The explanation is
simple and clear
It includes
a visual chart
The source domain
has authority
Wondering if traffic from LLMs like ChatGPT is already reaching your site?
You might be getting clicks without even knowing it.
Here’s how to check in GA4:
If it shows up, your content is already being picked up by LLMs. That’s a good sign and a great starting point.
If not, start optimizing now while it’s still early.
Tip: Add schema markup to your pages to improve machine readability. That increases the chance of your content being cited by AI.
2. AI as a Search Channel
AI tools like ChatGPT, Claude, and Perplexity don’t invent answers from scratch. They pull from existing websites to build their answers, meaning your content could show up in an AI-generated response… or get completely ignored.
This is happening because of LLMs (Large Language Models). They’re AI tools trained on tons of content blog posts, guides, and documentation so they can understand how people write, what questions they ask, and how topics are explained. The more they’re used, the more they act like search engines. People type questions, and LLMs look through what they’ve learned to give an answer.
So yes, AI is now its own kind of search engine.
That’s why SEO today isn’t just about writing for humans. You also need to write in a way that AI tools can understand, trust, and cite.
Important stat to know:
According to Wordstream, referral visits from ChatGPT are up 44% this year, and some sites have seen 145x more traffic than they did just 12 months ago. Perplexity’s not far behind, with a 71% spike.
What’s interesting? The traffic tends to be higher quality. Longer time on site. Better engagement. And it’s often coming from people asking very specific, high-intent questions.
What this means for you:
AI tools only reference content that’s clear, accurate, and easy to extract.
Example:
Let’s say someone types into ChatGPT:
“What’s the difference between technical SEO and on-page SEO?”
If you’ve written a short, clean paragraph that answers this exactly, you stand a good chance of being cited. But if you buried that info halfway down a messy blog post, no luck.
3. Topical Authority > Just Keywords
Keyword targeting isn’t dead but it’s not enough on its own.
Now, search engines don’t just look at what words are on a page, they look at whether your whole site is actually helpful on the topic.
Think of it like this: If someone wants to learn about cybersecurity, Google won’t just send them to a one-off blog post that says “ransomware” 12 times.
It’ll look for a website that acts like a library, one that covers all the key ideas around cybersecurity. That’s what builds topical authority.
So instead of asking:
“Which keywords should we target?”
Start asking:
“What topics should we be known for, and have we covered them in depth?”
What this means for B2B SEO:
Think like an expert curating a resource, not just chasing rankings
Example:
If you run a cybersecurity SaaS company and only write a post on “ransomware prevention,” that’s not enough.
You also need to cover topics like:
Data breach response
Employee training on phishing
Backup strategies
Risk audits
…because your buyer wants real expertise, not a single article.
And when your content covers a topic from every angle, you’re more likely to rank across the board and convert leads who trust you know what you’re talking about.
Want someone who already thinks this way?
4. Instagram is now being indexed
Google has started indexing Instagram posts.
It’s a small update with big implications: for years, social content lived in its own bubble. But now, platforms like Instagram are showing up in search results.
This shift isn’t about Instagram alone. It signals a broader move: Search engines are treating social content as part of the discovery journey.
We’ve seen it already with Reddit and, of course, YouTube. But Instagram’s indexing shows that even visual-first platforms that weren't built for SEO are now part of the searchable web.
What this means for your B2B SEO strategy:
How to take advantage of it:
This B2B SEO trend shows how the line between social and search is blurring, and the edge now goes to brands that show up where buyers actually scroll.
5. SEO and CRO are merging
You can rank on page one, but if no one takes action once they land on your site, what’s the point?
That’s where CRO (Conversion Rate Optimization) comes in.
And in 2025, SEO and CRO aren’t separate anymore. They’re part of the same strategy what some are now calling SXO: Search Experience Optimization.
Here’s the simple version:
If those two parts don’t work together, you’re leaking traffic and losing leads.
What this means for B2B teams:
You can’t just optimize for clicks. You have to optimize for what happens next.
That means:
Example:
Let’s say you’re ranking #1 for the keyword “best email marketing software.”
This is a high-intent keyword. That visitor is already in decision mode.
But if your page makes them scroll endlessly or hides the pricing behind a form, they’ll leave. Instead, show what they need right away: features, comparisons, and a clear way to get started.
That’s SEO + CRO working together.
Tip: Use heatmap tools to see what’s actually happening on your pages. Tools like Hotjar let you track how far visitors scroll, where they click, and where they drop off. This shows you exactly where users get stuck or miss important content so you can fix what’s not working.
6. Short-form video is impacting search results
You’ve probably noticed it already: when you Google something like “how to set up GA4” or “best CRM tools”, you don’t just see blog posts, you see videos.
That’s not random.
Search engines like Google and Bing are giving video content more visibility, especially for tutorials, comparisons, product explainers, and industry walkthroughs.
And yes, this includes B2B searches.
Is this actually happening?
Yes. According to Google Search Central, video content can now appear in multiple formats on the SERP:
Standard snippets
Video carousels
Featured snippets
Video-rich results via schema markup
What this means for B2B teams:
Your audience is still watching videos, especially for product demos, tools walkthroughs, and case studies. Video often explains things better than a wall of text.
So if your SEO strategy doesn’t include at least some video content, you’re likely missing out on more search visibility, higher engagement, and better rankings through improved user behavior signals (like time on page).
So what kind of videos should you create?
Think short, useful, and to the point.
If your product or service has any visual component, it’s worth turning it into a quick video.
Examples:
Then, embed that video on your relevant blog or landing page.
7. SEO Buzzwords
As SEO evolves, so does the vocabulary. You’ve probably seen terms like SXO, GEO, AEO, and LLMO popping up everywhere.
Here’s a quick breakdown of the terms worth knowing:
Acronym | Meaning | Definition |
|---|---|---|
SEO | Search Engine Optimization (Search Everywhere Optimization) | Making sure your content shows up on search engines when people search for something relevant to your business |
SXO | Search Experience Optimization | An approach that combines SEO with user experience and conversion |
CRO | Conversion Rate Optimization | Improving the percentage of users who take a desired action on your site (e.g., sign up, book a call, buy) |
AEO | Answer Engine Optimization | Writing clear, direct answers so search engines and AI tools can pull your content into featured results |
GEO | Generative Engine Optimization | Creating high-quality, well-structured content that generative AI tools (like ChatGPT or Perplexity) can use as a trusted source |
LLMO | Large Language Model Optimization | Structuring content so it can be recognized, trusted, and cited by large language models like ChatGPT, Claude, or Gemini |
AI Overview | AI Overview in Search | Google’s use of AI (like Gemini) to generate summaries and key insights directly in search results |
What This Means for Your SEO Setup
It’s one thing to read about trends. But the only way they’ll actually help your business is if you do something with them.
So, here’s what you can start with:
Hiring soon?
Update your job posts or scopes. A lot of people are still hiring for SEO like it’s 2019, but the work looks very different now.
Is someone already handling your SEO?
Take a step back. Are they writing content people actually find? Are they tracking what works beyond Google? Are they helping you convert, not just rank?
Not sure who should lead your SEO?
This might be the right time to bring someone on full-time, either in-house or offshore. (We’ve helped teams do this without expensive agency fees or freelance.)
The biggest thing we’ve learned?
When it comes to B2B SEO trends, the brands that adapt early tend to pull ahead.
Still figuring it out?
Check out our full guide on How to Hire an SEO Expert in the Philippines or...
to walk through what kind of SEO setup fits your goals.
The rules are changing, but you can still win with the right person and strategy in place.
