From SEO to GEO: How B2B Marketers Can Close the New Visibility Gap in AI Search Systems

Warum klassische SEO-Metriken nicht mehr reichen – und was Marketingverantwortliche jetzt tun müssen

The rules of visibility have changed

The introduction of generative AI in search systems like ChatGPT, Perplexity, Gemini, and Copilot has fundamentally shifted the landscape of digital discoverability. More and more users receive their answers directly within the AI-generated interface—without clicking through to external websites. The term “zero-click search” aptly describes this phenomenon: information is consumed without ever visiting the source.

The result? Even top Google rankings are losing value. Visibility today happens in entirely different places—and many B2B companies remain invisible there.

Visibility in new search systems: A measurable problem

The following chart illustrates how the visibility of typical platforms has changed between March 2024 and March 2025: Platforms like ChatGPT, Perplexity, and Copilot have gained massive relevance — while traditional search engines are losing ground.

This development particularly affects industrial companies with complex, explanation-heavy products: their content rarely appears in the prominent answer boxes of generative AI systems — even though that’s exactly where potential customers are looking.

The new standard: AI Visibility Audits

Instead of relying solely on traditional SEO metrics, today’s digital landscape requires new performance indicators:

  • Is my brand mentioned in AI-generated answers?
  • Is it recommended as a solution or merely mentioned in passing?
  • Which competitors appear instead—and where is that information coming from?

This is where effective’s systematic approach comes in: the AI Visibility Analysis evaluates over 50 precisely crafted queries to assess how present a company is—per business unit, per market, per language—across systems like ChatGPT, Perplexity, and Gemini.

Three core elements:

  1. Targeted test questions – Similar to long-tail keywords of the past, but semantically relevant for today’s large language models (LLMs)
  2. Structured scoring – Broken down by platform, market, language, and competitive presence
  3. Marketing impact assessment – Including visibility on third-party websites frequently cited by AI (e.g., directindustry, industrystock)

What does this mean for your marketing strategy?

If you're not visible, you don't exist—at least not for the target audiences increasingly relying on AI search. Visibility in generative systems is becoming a key factor for leads, brand perception, and ultimately, market success.

Taking action now means:

  • Conducting regular audits to track changes and evaluate progress
  • Adapting content strategies—not just for Google, but with a focus on AI systems
  • Expanding competitive monitoring to identify new risks and opportunities early
  • Building thought leadership that AI systems can recognize, understand, and cite

Conclusion: Visibility needs to be redefined

Traditional SEO logic no longer fully applies in an AI-driven information environment. Visibility is no longer just a technical concern—it’s a strategic lever that marketing leaders must actively manage.

effective offers a data-driven, modular approach that makes visibility within LLM systems measurable—providing the foundation for impactful, future-proof marketing strategies.

Curious how visible your company really is?
An initial AI Visibility Check can reveal surprising insights.
Get in touch now！