Search has undergone significant changes in recent years. What used to be a straightforward, keyword-driven experience is now powered by AI, drawing on everything from voice and image inputs to predictive prompts and agent-driven assistance. These advancements are transforming how people find, research and, ultimately, choose products.

At Google I/O 2025, this dynamic was on full display, especially around AI, and while much of the attention was on consumer experiences, the ripple effects for B2B brands are hard to ignore. The way your products are found, evaluated and specified is shifting in ways we haven’t seen before. With the rollout of Gemini-powered AI Mode, expanded AI Overviews and a new era of multimodal search, the digital playbook for brands is being rewritten.

If your SEO strategy still leans heavily on ranking for broad keywords or answering basic queries, now’s the time to take a fresh look.

Google Has Evolved From a Filing Cabinet Into a Personal Assistant

Not long ago, Google Search was a familiar landscape: blue links, product carousels and the occasional featured snippet. Today, it’s more like a mission control center.

AI Mode and AI Overviews gather information from across the web, answer complex questions and even complete tasks for users, crafting each interaction to fit the individual user. Impressive, right?

While Google I/O covered a wide range of innovations, we believe these three areas will have a significant and direct impact on a brands’ SEO performance going forward.

AI Mode Powered by Gemini

AI Mode, now a core part of Google Search, uses the Gemini 2.5 model to break down complex questions into smaller components, running multiple searches simultaneously and combining the results into a single, conversational answer.

Picture a builder or specifier asking Google, “What’s the optimal fire-rated wall assembly for a multifamily project in a humid climate?” Instead of serving up a single link, AI Mode reviews code requirements, product certifications, climate data and recent project case studies, and then delivers a detailed, actionable answer. The specifier receives in-depth assembly recommendations, complete with links to manufacturers, installation guides and local code references — all without leaving the search results.

Google Aims to Perfect Multimodality

Google’s vision for search now extends far beyond text. With Project Astra and Search Live, users can interact with search using voice, images and even real-time video. For instance, a builder on-site can snap a photo of an evaluation report and use voice search to ask, “Does this assembly meet the current fire code for Oregon?” The AI analyzes the image, cross-references code requirements and responds with a clear answer.

With Multimodal AI, assets you may have previously overlooked become new tools from which to learn, including product images, technical drawings and video walkthroughs. Every 3D model, spec sheet and installation video should be optimized for AI understanding.

Relying on well-written product copy alone is no longer enough. Visual and interactive content now play a larger role in search than ever.

• Ensure all images and videos are high quality, accurately labeled and accompanied by descriptive alt text.

• Tag technical drawings and 3D models with clear metadata and, where possible, link to related product documentation.

• Add transcripts to videos and provide downloadable assets in widely used formats.

The goal is to make every piece of content on your site easy for both humans and AI to interpret, ensuring your products are discoverable regardless of how a builder chooses to search.

Personal Context

Personal Context, introduced at Google I/O, means search results are increasingly tailored to each user’s needs, preferences and even project history, drawing on data from Gmail, Drive, Maps and more (with consent). For a builder, this could mean seeing product recommendations based on previous project specs, preferred suppliers or the climate zone of their current build.

The era of the “universal” search result has been fading for multiple years, but its demise has accelerated. Brands need to shift their focus toward personas and individualized journeys, brainstorming how different audience subgroups would interact with search prior to an eventual conversion.

8 Ways to Evolve Your Search Strategy

To remain visible and valuable in this new landscape, your search strategy must evolve. That means creating content with more depth, strengthening your authority signals and aligning every digital touch point to meet AI’s growing expectations. Below, we explore eight practical ways to adapt — and thrive — in the AI search era.

1. Build Depth and Authority

To stand out in a landscape shaped by AI Mode and Deep Search, brands should focus on two key pillars: depth and authority. Both are essential for ensuring your content is surfaced, trusted and referenced in AI-generated answers.

• Depth: AI Mode’s “query fan-out” breaks down complex questions into smaller, related queries, gathering information from a wide range of sources. Deep Search takes this further, running hundreds of searches to assemble a well-informed answer. Now, your brand’s installation guides, code compliance documentation and project case studies are more valuable than ever. Content that addresses specific aspects of a builder’s question, rather than talking in broad generalities, has a greater chance of being included in AI-generated answers.

• Authority: Google’s AI is becoming more selective about which sources it relies on. Ultimately, it shows a clear preference for content that is backed by lived experience or clearly attributed and aligns with the greater consensus. Showcasing your team’s technical know-how, industry certifications and successful projects can set you apart. Recognition from respected third parties and visible author credentials go a long way in building trust with search engines and the people making decisions.

2. Ensure Accuracy of Third-Party Store Listings

The importance of your product listings on distributor and retailer websites as it relates to search continues to grow. Google’s AI now consults a variety of sources — not just your site — when assembling answers and recommendations.

If your product information is inconsistent or outdated on third-party platforms, you risk being excluded from AI-generated results. Ensuring accuracy and alignment across all listings helps your brand become part of the consensus Google is seeking.

3. Step Up Your Schema

Schema markup, a form of structured data, helps search engines understand the context and relationships within your content. In the age of AI Mode and Deep Search, schema is your ticket to being referenced and recommended by Google’s AI.

Our advice? Mark up everything from product specs and certifications to case studies and FAQs. The more context you provide, the more likely your content will be surfaced in AI-generated answers. Schema also supports multimodal search, ensuring your images, videos and downloadable assets are discoverable and correctly attributed.

4. Rethink Your Approach to Keyword Data

Traditional keyword rankings are losing their predictive power. “Ranking number one” no longer guarantees the same strong click-through rate it once did. With AI Mode and Personal Context, search results are increasingly individualized and conversational.

Instead of blindly chasing high-volume keywords, focus on creating comprehensive, hyper-specific content that addresses the full range of builder questions and needs. Consider what problems your product solves and what information a builder needs at each stage of specification rather than simply targeting specific keywords.

5. Monitor Your Brand Mentions

Start tracking where and how your brand is mentioned in AI answers, industry roundups and third-party resources. While tools for monitoring brand mentions in AI-generated content are still emerging, manually checking terms can shed light on how your brand is referenced. The goal is to ensure your brand is part of the conversation, even if the click doesn’t come directly to your site.

6. Optimize for Technical SEO Success

Every AI-powered answer relies on a foundation of technical signals. Clean site architecture, fast load times, robust structured data and API readiness are essential for AI interpretability and interaction. Work with your developers to confirm your product data is machine-readable, your site is mobile-friendly and your digital assets are accessible to both users and AI crawlers. Technical debt can prevent your products from being included in the AI answer box, so regular audits and updates are crucial.

7. Make SEO Part of Your Integrated Marketing Strategy

Remember, non-SEO engagement, such as social media interactions, email campaigns and participation in industry events, can influence how your brand appears in future personalized search results.

Google’s AI now considers a user’s broader digital footprint, including past interactions with your brand across various platforms. When a builder opens your newsletter, attends your webinar or follows your company on LinkedIn, those actions can help shape the content and recommendations they see later in search. In turn, every meaningful engagement, even outside of traditional SEO, contributes to the signals Google uses to personalize results. By fostering connections across multiple channels, you increase the likelihood that your brand will surface when it matters most.

8. Expect Less Visibility Into Searchers’ Journeys

More of the buyer’s journey is happening within the search results themselves. AI Mode and AI Overviews are currently untrackable in Google Search Console or Analytics, making it difficult to measure their direct impact on traffic and conversions.

As a result, you’ll likely see less traffic from Google, with fewer opportunities to validate and optimize based on traditional metrics. While that will present new challenges for search marketers, it also shifts the focus toward broader success metrics, such as brand visibility, share of voice and access to high-value audiences.

Evolve or Fade: The New Rules of Visibility in AI Search

The fundamentals of online B2B marketing — clarity, credibility and relationship-building — remain as important as ever. But the tactics must evolve. As Google’s search experience becomes more personalized and proactive, brands that adapt quickly, experiment with new formats and never lose sight of what their target audience truly needs will thrive.

Looking for more insights to help keep your brand at the top of search results? Check out the SEO trends we’ve been tracking in 2025.