If you run a B2B or nonprofit, you're probably pretty anxious about the rapid shift in how your audience finds information online. Influential voices like Gary Vaynerchuk (The GaryVee Audio Experience) have emphasized that AI-driven search, powered by platforms such as Google's AI Overviews, ChatGPT, and Perplexity, is dramatically redefining the rules—significantly reducing visibility for traditional search results. So how can B2Bs and nonprofits effectively adapt?
Let's address these concerns directly, pulling insights from industry leaders like Reel Axis, David Cronshaw (Sr. Product Manager at Disney Streaming), and authoritative research from TollBit and Gartner.
According to Reel Axis and a recent Authoritas study, AIOs now dominate problem-solving (74%) and question-based searches (69%), exactly the types of queries critical for smaller organizations.
This visibility shift is huge. On desktops, expanded AIOs push traditional results 220 pixels lower, dramatically affecting visibility. Mobile screens are even tighter, typically displaying only one or two results before scrolling is necessary.
David Cronshaw, an expert from Disney Streaming, cites alarming findings from TollBit’s Q4 2024 report, indicating AI chatbots drive an average referral rate of just 0.33%, versus 8.63% from traditional Google searches—a striking 96% drop. Gartner further predicts traditional search traffic will decrease by 25% by 2026 due to the rise of conversational AI agents.
For B2Bs and nonprofits reliant on web traffic, these trends pose immediate and critical challenges.
Here's how your organization can proactively respond, guided by these authoritative sources:
Content ranking for Featured Snippets has a 63% chance of appearing in AIOs, Reel Axis points out. Ensure your content:
Google strongly favors credible, authoritative information. B2Bs and nonprofits must prioritize original, trusted content such as:
AIOs frequently appear in non-branded queries, ideal for capturing engaged, mid-funnel audiences. Concentrate your efforts on content that helps your audience:
Not all industries are impacted equally—telecom (56%) and business services (41%) have high AIO presence, according to Reel Axis. Regularly evaluate your sector-specific search landscape and promptly adapt your content strategies.
AIOs reduce visibility for paid ads as well. Reel Axis notes that ads appear above AIOs only about 30% of the time. Refocus your budget:
Gary Vaynerchuk stresses the importance of building a strong brand to remain resilient as AI-driven search reshapes digital discovery. A distinctive and memorable brand can help your organization stand out when traditional visibility declines. Focus on:
Reflecting on recent insights from Alex Kantrowitz about shifts at Meta, traditional social-based web discovery is declining, with generative AI stepping in as a personalized advisor. Apple's Eddy Cue also recently testified that Apple might integrate AI search into Safari, further challenging Google's dominance. B2Bs and nonprofits must diversify strategies beyond Google-centric approaches.
This is a pivotal moment. B2Bs and nonprofits need to adapt their strategies to maintain visibility in an AI-driven environment. Focus on authoritative, relevant content, monitor shifts closely, and position your organization prominently despite fast changes.
Stay informed, proactive, and ahead of trends impacting your organization by subscribing to our newsletter. You'll get high-value insights, actionable strategies, and timely advice tailored specifically to help your organization thrive in a changing digital world. Sign up today and take charge of your future.