B2B purchase decisions increasingly involve AI research. When procurement teams ask AI to compare enterprise software options or recommend vendors, you want to be in that recommendation. B2B GEO requires different strategies than consumer-focused optimization.
How B2B Buyers Use AI
Enterprise buyers use AI for initial vendor research and shortlist creation, feature comparisons across solutions, understanding technical requirements, ROI and business case development, and validation during procurement processes.
Being recommended during these research phases influences pipeline and deal velocity.
Key insight: B2B buyers often use AI to justify decisions to stakeholders. If AI recommends you, it provides third-party validation for internal champions.
B2B GEO Strategies
G2 and Capterra Optimization
Review platforms like G2 and Capterra heavily influence B2B AI recommendations. AI pulls from these sources for software and service comparisons. Invest in review volume, completeness of profiles, and category positioning.
Technical Documentation
Comprehensive technical documentation establishes expertise and helps AI answer specific technical queries. API docs, integration guides, and technical specifications all contribute.
Comparison Content
Create objective comparison content: your solution vs alternatives, category buying guides, feature matrices. AI uses this content for comparison queries even when it shows alternatives fairly.
Case Studies with Metrics
Detailed case studies with specific metrics help AI answer ROI and results queries. Include industry, company size, use case, and quantified outcomes.
Industry-Specific Content
B2B buyers often search by industry context: "best CRM for manufacturing," "ERP for healthcare." Create content addressing industry-specific needs and compliance requirements.
Entity Building for B2B
Company Entity
Establish your company as a recognized entity through Wikipedia, Crunchbase, LinkedIn, and industry databases. AI needs to understand who you are before recommending you.
Product/Service Entities
Individual products need entity recognition too. Ensure products have distinct identities with consistent naming and descriptions across platforms.
Leadership Entities
Executive and expert profiles build company credibility. When AI sees recognized experts associated with your company, it strengthens trust signals.
Content Priorities for B2B
Bottom-of-Funnel Content
B2B AI queries often have purchase intent. Prioritize content that supports evaluation: pricing guides, implementation overviews, and integration information.
Use Case Documentation
Document specific use cases thoroughly. "How to use [product] for [specific need]" content helps AI recommend you for specific applications.
Thought Leadership
Executive thought leadership builds authority. Original research, industry analysis, and expert commentary establish credibility that influences AI trust.
Measurement for B2B
Track B2B GEO success through AI visibility in category and comparison queries, mention frequency in enterprise research contexts, lead quality from AI-referred traffic, and sales cycle influence when AI validates your solution.
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