Introduction
Search behavior changed in 2023 when Google began answering queries before users even clicked a link. These responses come from artificial intelligence instead of just websites. By October 2024, they appeared in about 1.5 billion monthly queries. The feature used to be called Search Generative Experience, now named AI Overviews.
This shift in Google's search setup shakes up business searches. Here are five Google SGE impacts on B2B businesses, each with a practical example.
Highlights:
Top 5 Impacts of Google AI Search on B2B websites
1. Clicks Decline :
AI-powered search - Google SGE answers questions directly, keeping users on the page. Take an example, if you search for “Lead generation for the chemical industry”, many options appear. Each has pros, though some flaws tag along. Your blog gets a single mention there. Still, zero clicks come your way. According to Ahrefs, traffic dips by 25% by September 2024.
Finding information on any topic once meant digging deep. Now SGE shortens the hunt, hence puts answers first to begin well. When tables or statistics appear, the algorithms grab facts quickly. As a result, people tend to stay longer while sites get mentioned more often.
2. E-E-A-T :
Authority shapes the snippets users see first. Imagine opening a logistics site without authorities sharing data with backlinks or blogs; your readers will move on. When Google AI search and B2B SEO intersect, credibility wins. Pages showing real know-how, backed by proof of training, pull in way more mentions. Evidence points to one thing: those using verified experts gain nearly double the references, per Moz data from 2024. Besides credibility, businesses look for clear expertise. With SGE around, unknown authors fade out. Trust shifts toward those who stand visible.
Start with a name under each piece of writing - like "Written by Dalal, Plastics Engineer." Tie proof, such as ISO marks, directly into the page. Add real numbers or findings where they fit naturally. This quietly makes people stay longer, and search engines notice more.
3. Long Format Content :
Instead of step-by-step learning, users receive instant conclusions. Educational content alone no longer holds attention. This disrupts the traditional B2B marketing funnel. Because B2B needs trust built over time, jumping steps breaks the rhythm. So guidance loses impact before it can settle in.
What replaces it:
- Interactive tools
- Downloadable resources
- Videos
- Connected content journeys
4. Transactional and local searches :
Transactional, brand, and local searches continue to perform well. Such as product specifications, pricing pages, and distributor searches like “creative agency in Mumbai”. Bottom-funnel B2B content now delivers the highest ROI.
How to strengthen it:
- Product and LocalBusiness schema markup
- Distributor locators
- Instant quote and inquiry tools
- Clear specifications and pricing paths
When buyers are informed well, they are ready to buy without a second thought.
5. Diversification Matters :
Instead of sticking to old methods, shifting toward LinkedIn might help - most of its users are business professionals. Video demonstrations on YouTube could also pull attention. When Google’s SGE pulls facts from a site, it quietly strengthens that source across other platforms.
Start by shaping your presence on LinkedIn, crafting a steady newsletter flow, and then jump into YouTube videos. Instead of waiting around, check how the AI-powered search Google SGE tweaks affect searches.
How can The 4P Solutions help you?
At The 4P Solutions, adaptation starts with structure. Our approach includes audits to identify risk areas and E-E-A-T gaps, content refresh with direct answers and structured data. Also, channel shifts toward LinkedIn SEO, email flows, and monitoring to track visibility changes
We are a digital marketing agency in Mumbai that will help your business grow stronger in this AI era. Connect with us at mktg@the4psolutions.com or call us at +91 85919 37177 to learn more.
Conclusion
One day, you rank, the next day, you disappear. That’s the reality when the impact of Google SGE on SEO is ignored. Google now shows fewer links, but stronger answers still rise. Speed, clarity, and authority decide visibility.
FAQ’s:
SGE may transform B2B SEO, but it doesn’t make it obsolete. Instead, it shifts the focus toward creating more valuable, in-depth content that can be referenced or summarized by generative search tools.
Content that’s grounded in original research, data, or real-world success stories is among the safest for B2B. Sharing actionable insights, market trends, and proven results builds credibility and offers lasting value to your audience without the risk of hype or misinformation.
Brands earn SGE citations by establishing subject matter authority through expert authorship, publishing well-structured content, and providing concise, trustworthy answers to user questions. Content that is fact-checked, clearly formatted (using headings, lists, and schema markup), and regularly updated is more likely to be referenced by generative AI search features.
As AI-generated summaries provide users with immediate answers, they reduce click-through rates. Transactional and highly specialized content may see less impact, but monitoring traffic trends is essential.
To track the impact of SGE, leverage advanced keyword ranking tools, SERP monitoring platforms that preview AI-generated results, and backlink analysis software to monitor changes in visibility and authority.