Search isn’t what it used to be. AI-driven results are taking over, and companies that don’t adapt will struggle to stay visible.
Google’s AI Overviews are appearing in more searches. A recent report from The Wall Street Journal warns that publishers expect to lose 20% to 40% of their organic traffic as AI changes how information is delivered.
That’s a major shift, especially for businesses that rely on Google, Bing, and other search engines to bring in leads.
But this isn’t the end of SEO—it’s an opportunity. The businesses that rethink their strategy, create high-value content, and position themselves as trusted sources will thrive.
The key is knowing how to make search engines work for you, not against you.
Why SEO is Changing in 2025
We need to talk about how search is shifting—and fast.
AI-generated results are taking over, with Google’s AI Overviews now appearing in 42.5% of searches, according to a study on clickthrough rates. That means more people are getting answers without clicking through to a website.
Google’s AI Overviews are changing search behavior—less clicking, more instant answers. (IMAGE SOURCE: Google)
Some industries feel it more than others, but the takeaway is the same: relying on traditional rankings isn’t enough anymore.
Search engines aren’t just showing links. Google, ChatGPT Search, and Perplexity summarize key information instantly, often pulling content directly into search results. If your site isn’t part of that answer, you’re invisible.
Zero-click searches add to the challenge. Featured snippets, knowledge panels, and local packs serve up information before users even have a chance to scroll. If your content isn’t formatted for these placements, it may not get seen.
So, where does that leave you? SEO in 2025 isn’t just about ranking high—it’s about owning the answers. And that takes a different strategy.
How to Succeed in SEO in 2025
So, how do you make search work for you? It starts with content that AI wants to feature and people want to read.
1. Be the Expert AI Trusts
First, credibility is everything. AI Overviews pull from trusted sources, so your content needs to show authority. That means publishing expert insights, real-world case studies, and structured information that search engines recognize as valuable.
2. AI Can Help, But Humans Win
AI can speed things up, but human creativity is what wins. Automated tools help with research and first drafts, but without a real voice, fresh data, and industry expertise, content falls flat. If you want engagement, you need something AI alone can’t create.
3. Win the Zero-Click Game
Then there’s zero-click optimization. Structuring content for featured snippets, answer boxes, and knowledge panels gets your brand in front of users even if they don’t click. Formatting, schema markup, and E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) all play a role.
4. Backlinks Still Hold Power
And don’t forget authoritative backlinks. They still matter. With AI-generated results dominating search, links signal credibility and boost visibility. Connecting with industry leaders, getting featured in relevant content, and creating shareable assets can help keep you ahead.
SEO isn’t about fighting the algorithm—it’s about working with it. Search engines are changing, but the goal stays the same: getting your business in front of the right people at the right time.
Practical Tips for Industrial B2B SEO
SEO for industrial companies isn’t the same as it was a few years ago.
With AI changing how search works, getting found online takes more than just good content—it takes a strategy built for how buyers search today. Here are some tips on how to stay ahead.
SEO MARKETING TIP: MAKE HUBSPOT WORK FOR YOU
You don’t have to guess what’s working. HubSpot’s SEO and content tools help track rankings, optimize pages, and measure engagement. At Highway 9 Consulting, we use these insights to refine strategy, adjust content, and keep your business visible where it matters.
SEO MARKETING TIP: SPEAK YOUR CUSTOMER’S LANGUAGE
Industrial buyers don’t have time for fluff. They want technical details, application insights, and real-world examples that solve their problems. Content needs to be structured, clear, and ready for AI-driven search engines to surface the right information at the right time.
See how Highway 9 Consulting helped a U.S.-based manufacturer expand its digital reach and convert web traffic into leads.
SEO MARKETING TIP: BE SEEN IN AI-DRIVEN SEARCH
Google AI Overviews and ChatGPT Search are pulling answers straight into results. That means your content needs to be formatted for featured snippets, knowledge panels, and structured data—otherwise, you risk getting buried.
SEO MARKETING TIP: LET DATA DRIVE THE STRATEGY
We don’t rely on guesswork. Measuring engagement, authority, and ROI tells us what’s working and what needs to be adjusted. SEO isn’t a one-and-done task—it’s about continuously refining and adapting to stay ahead.
The way people search is evolving, and industrial companies that adjust now will have the edge. At Highway 9, we help businesses stay visible, relevant, and positioned for long-term success.
Why Choose Highway 9 Consulting for SEO
SEO isn’t static, and neither are we.
AI-driven search is evolving fast, and staying ahead takes more than just keeping up—it takes strategy, execution, and the right tools. That’s where we come in.
We specialize in SEO for industrial B2B companies. Manufacturing, oil & gas, and petrochemical markets have unique challenges, and generic marketing tactics don’t work. We create content that speaks to decision-makers and gets surfaced by AI-driven search engines.
We’re a HubSpot Partner Agency, which means we use data, automation, and advanced SEO tools to refine strategies. Tracking engagement, authority, and ROI isn’t an afterthought—it’s built into everything we do.
SEO and demand generation aren’t set-it-and-forget-it efforts. We’re constantly testing, training, and improving our approach to keep pace with industry shifts. AI, zero-click searches, and new search.
