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B2B Buyers Click On Citations

Introduction to AI Overviews

Google’s AI Overviews have significantly changed how search works. A recent report by TrustRadius shows that 72% of B2B buyers see AI Overviews during research. This finding indicates that AI Overviews play a substantial role in the research process for B2B buyers.

The Impact of AI Overviews on Search Patterns

The study found that 90% of its respondents said they click on the cited sources to check information. This finding differs from previous reports about declining click rates. AI Overviews Are Affecting Search Patterns in Complex Ways. When AI summaries first appeared in search results, many publishers worried about “zero-click searches” reducing traffic. Many still see evidence of fewer clicks across different industries.

Understanding B2B Tech Searches

This research suggests B2B tech searches work differently. The study shows that while traffic patterns are changing, many users in their sample don’t fully trust AI content. They often check sources to verify what they read. The report states: “These overviews cite sources, and 90% of buyers surveyed said that they click through the sources cited in AI Overviews for fact-checking purposes. Buyers are clearly wanting to fact-check. They also want to consult with their peers, which we’ll get into later.”

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Shifting Focus from Traffic Goals to Citation Considerations

While still optimizing for organic clicks, becoming a citation source for AI overviews is valuable. The report notes: “Vendors can fill the gap in these tools’ capabilities by providing buyers with content that answers their later-stage buying questions, including use case-specific content or detailed pricing information.” This might mean creating clear, authoritative content that AI systems could cite. This applies especially to category-level searches where AI Overviews often appear.

The Importance of Ungated Content

The research spotted a common mistake about how AI works. Some vendors think AI models can access their gated content (behind forms) for training. They can’t. AI models generally only use publicly available content. The report suggests: “Vendors must find the right balance between gated and ungated content to maintain discoverability in the age of AI.” This creates a challenge for B2B marketers who put valuable content behind forms. Making more quality information public could influence AI systems. You can still keep some premium content gated for lead generation.

Implications for SEO Professionals

For search marketers, consider these points:

  • Google’s emphasis on Experience, Expertise, Authoritativeness, and Trustworthiness seems even more critical for AI evaluation.
  • The research notes that “AI tools aren’t just training on vendor sites… Many AI Overviews cite third-party technology sites as sources.”
  • As organic traffic patterns change, “AI Overviews are reshaping brand discoverability” and possibly “increasing the use of paid search.”

Evolving SEO Success Metrics

Traditional SEO metrics like organic traffic still matter. But this research suggests we should also monitor other factors, like how often AI Overviews cite you and the quality of that traffic. Kevin Indig is quoted in the report stating: “The era of volume traffic is over… What’s going away are clicks from the super early stage of the buyer journey. But people will click through visit sites eventually.” He adds: “I think we’ll see a lot less traffic, but the traffic that still arrives will be of higher quality.”

Adapting to the Changing Landscape

This offers search marketers one view on handling the changing landscape. Like with all significant changes, the best approach likely involves:

  • Testing different strategies
  • Measuring what works for your specific audience
  • Adapting as you learn more
    This research doesn’t suggest AI is making SEO obsolete. Instead, it invites us to consider how SEO might change as search behaviors evolve.

Conclusion

In conclusion, AI Overviews are changing the way B2B buyers search for information. By understanding how AI Overviews work and how they impact search patterns, SEO professionals can adapt their strategies to succeed in this new landscape. This includes creating high-quality, authoritative content that can be cited by AI systems, and monitoring new metrics such as citation frequency and traffic quality. By evolving with the changing landscape, SEO professionals can continue to drive value for their organizations.

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