Influencing Gen AI Search. What MSP’s and IT Vendors need to know

We’ve had a lot of questions recently about the impact of AI on SEO for MSPs and IT brands. Given our expertise across all of the contributors to tech sales pipeline, I’ve spent a fair bit of time with our team discussing and researching on, what is correctly known as, Generational Engine Optimisation (GEO, duh).

Firstly, what we do see in MSP-land specifically, is A LOT of reliance and spend on traditional SEO to drive inbound enquiries. Based on years of observation and data tracking, this roughly works well if you’re a regional MSP that can tap into the 10 regional towns around you. Or if you’re very specific in one area (i.e. a vertical specialisation, or a vendor reseller or so). It also depends on your SEO supplier and if they are truly the master of the SEO dark arts, or just a peddler for poor meta-tagging.

Either way, consumers and business buyers are changing the way they search, and it will (and already is) impact the way B2B tech buyers purchase from you. 

Just so you know I’ve done my research, here we go:

Key Statistics:

• Up to 90% of B2B buyers now use tools like ChatGPT to research vendors (Forrester).

• 89% of B2B buyers have adopted generative AI, using it as a top source for self-guided information in every phase of the buying process (Forrester).

• 83% of the B2B buying journey is now spent on independent research, away from sales reps (note - 5 years ago when I started TechTent, this was 67%).

• 73% of Millennial and Gen Z buyers will do an AI search, review websites and then consult peer reviews or communities before engaging with vendors.

• AI-generated overviews appear in nearly half of all Google searches, leading to a rise in "zero-click" searches.

Under the Hood: What's the Difference between Traditional SEO vs. AI Search?

Traditional SEO	AI Search
Keyword-Centric	Conversation-Centric
Focuses on a few keywords per page.	Focuses on answering many user questions.
Single, static web pages.	Requires many content variations.
Relies on links and domain authority.	Relies on citations and trusted sources.

Where traditional search was about matching a few words, GEO is about understanding the user's intent through a fluid, question-based conversation with an AI assistant.

So how do we influence a fluid, question-based conversation? 

Let’s hark back to our content, publicity and thought leadership days, shall we?

In this new world, the marketing tactics that matter are different. A solo SEO approach is no longer enough. You must adopt an integrated strategy, aligned with your sales pipeline goals and integrated marketing efforts, to influence how AI models perceive and recommend your brand.

• Share of Voice & Citations: Do remember these from the vendor PR team days? The ol’ Meltwater data? Good news, PR teams  - these are the new metrics for success. Share of Voice measures how often your product or service is mentioned in an AI's answer to a relevant query. Citations are mentions of your brand alongside key phrases you want to be known for. Unlike traditional search that prioritised links, AI models rely on a broader set of signals and conversation based flows.

  
  

• Strategic Public Relations (PR): AI models prioritise sources they deem trustworthy. This means getting your brand mentioned in reputable industry publications - ARN, CRN, IT News, Fin Rev etc. is more valuable than ever. A strong PR strategy, aligned to your marketing message approach and conversion approach, directly feeds the data AIs use to form their opinions.

  
  

• Peer Reviews and Social Proof: AIs are designed to help with the buyer's journey, which is now heavily influenced by peer reviews on Linkedin, Reddit and G2. 73% of B2B buyers consult peer reviews or communities before engaging with vendors. Actively managing and optimising your presence on review platforms like Reddit and industry forums is critical.

  
  

• Thought Leadership and Structured Content: You must become a cited expert. This means creating high-quality, expert-driven content—such as guest articles, op-eds, and research papers. So drag your CTO or CISO out from the desk and get them chatting with the marketing team about insights and value added content.

Moving Forward

---

Your marketing and sales strategies must evolve to meet the B2B buyer where they are - Millennials and Gen Y (yay!) are making the buying decisions now and they’re doing it differently from the generations before, with the latest tools at hand. Making sure your brand, voice, content and expertise is demonstrated on the channels that they are looking at is critical more than ever. Want some help with your strategy? In fact, want help with building this strategy so it actually converts into sales pipeline?

Well, hell. Give us a call. 

Learn More