Navigating AI Search: GEO Strategies for B2B vs. B2C

Two people ask an AI for advice on the same evening.

Luisa is looking for a new coffee maker for under 500 euros and types: “Which sustainable coffee maker has the best reviews for durability?” Ten seconds later, she has an answer, three recommendations, and a link to the store. She’s part of a trend that’s currently shaking up the retail industry: Year-over-year, referral traffic to retail websites driven by AI models increased nearly sevenfold last year. These visitors are also more likely to make a purchase, with a 31 percent higher conversion rate than traditional website traffic. (Source)

Henning works in the procurement department of a medium-sized company and asks, “Which ERP systems support GDPR compliance and SAP interfaces for a logistics company with 200 employees?” The answer takes longer, is more complicated, and may ultimately determine whether a six-figure contract is awarded.

Both used generative AI. Both received completely different answers, from completely different sources, with completely different consequences for the brands that were mentioned – or not mentioned – in the process.

So, is a single GEO strategy enough for all target groups?

No. Just as in traditional search engine marketing, B2B and B2C users not only ask different questions, but they also find their answers in completely different parts of the internet.

For PR and communications professionals, this means that press relations and content marketing are increasingly merging with a new discipline. You could call it “digital PR for algorithms.”

The consumer wants a shortcut; the buyer wants assurance

When shopping for personal use, people use AI like a well-informed friend who’s already read all the reviews. It’s all about speed: Instead of scrolling through ten Amazon reviews yourself, you have the key points presented to you. Trends, comparisons, a quick impulse to buy.

In the B2B sector, things are different. There, a purchasing decision is rarely made by a single person. In most cases, an entire committee is involved in the decision-making process, and AI serves as a behind-the-scenes research assistant that narrows down options even before a sales representative picks up the phone.

94 percent of all B2B buyers now use generative AI tools or conversational search during their purchasing and research process (source). For the buying committee, AI has thus become one of the most important sources of information – in some cases even more important than the manufacturer’s own website, because buyers can get a neutral-seeming comparison there more quickly. A study, a white paper, an expert discussion – all of this is factored into the response the purchasing committee ultimately receives. Any supplier who doesn’t appear in this preliminary selection has often already lost the contract without even realizing it.

This is exactly where PR becomes relevant for GEO: In B2B, it’s often not the best ad that matters, but the best reputation in the corners of the web where experts actually engage in discussion.

A real-world example: Two providers, two websites

Let’s take two fictional software providers. Both have comparable products, similar prices, and similar features.

Provider A has a nice website, but other than that, not much is happening: no expert articles, no discussions in relevant forums, and no testimonials from real customers who speak publicly about their experiences.

Provider B, on the other hand, has steadily built a presence among industry experts: employees who answer technical questions on LinkedIn, a case study that openly addresses and resolves common points of criticism, and a few honest customer reviews on relevant review sites.

If a buyer asks the AI to recommend suitable providers for his or her problem, it will most likely recommend Provider B – not because Provider B’s marketing was better, but because, thanks to GEO, there was more information about Provider B available online that the AI deemed credible enough to pass on. This is the point at which traditional PR work suddenly becomes a core strategic task once again.

Where does AI get its information – and why does this affect every communications department?

Today, reputation is no longer built solely on a company’s own website, but across all the ecosystems that an AI actually queries in the background.

When it comes to consumer goods, these sources are particularly important to GEO:

• Reddit – since a major data-sharing deal with Google, it has become a key source for many AI responses, because the discussions there are considered particularly authentic and largely free of advertising bias. Anyone looking for the “real opinion” on a product often ends up on Reddit indirectly.
• Online stores and marketplaces such as Amazon, where product descriptions and customer reviews together form the basis for recommendations.
• Social media platforms such as TikTok and Instagram, whose video and audio content is increasingly being analyzed.
• Q&A sites where people openly discuss their everyday problems.

When it comes to business decisions, other factors come into play:

• LinkedIn – the most important platform for professional topics, though with limited access for most AI providers. Publicly visible professional posts, company pages, and expert profiles are nonetheless an important source when an AI wants to determine who actually has something to say in a particular field.
• Independent review platforms for business software and services – this is where users share their honest opinions about the pros and cons, and it is precisely these assessments that AI systems like to draw on.
• Scientific and technical sources that are cited as evidence of credibility, particularly in technically demanding or highly regulated industries.
• Developer and technology forums, especially when it comes to specific software and IT decisions.

Video content is equally important in both worlds: Google systems, in particular, are increasingly transcribing videos in real time. In the consumer sector, this includes how-to videos and product reviews; in the business sector, it includes product demos and recorded expert presentations. And fundamentally, Wikipedia remains the foundation: Does a brand even exist as a well-known, reputable entity?

What does that mean, specifically, for PR work?

• Earned media is taking on a second role. It’s no longer just about reach; it’s about sending signals of trust to GEO that an AI deems credible enough to share further.
• Reputation management is becoming more specific and granular. Anyone who markets consumer goods should know what people are saying about their brand in forums and online store reviews. Anyone working in the B2B sector should maintain a presence and be approachable on industry platforms and professional networks.
• Content must be presented clearly and directly. Clear answers, concrete examples, real voices – these are easier to relate to than vague marketing jargon.

“GEO is essentially digital PR for algorithms: In the consumer sector, if you don’t show up in forums and reviews, you don’t exist for AI. In the B2B sector, if you aren’t cited in professional circles, you’ll disappear from the purchasing committee before the sales team even has a chance to call.”

Miriam Schwellnus, an expert in AI-optimized communication and PR, and CEO of Mashup Communications

What both worlds still have in common

Despite different target audiences and different contexts in which AI analyzes content, the same basic principle applies to both: clarity trumps marketing jargon. For GEO, content must be presented in such a way that a machine can follow the line of reasoning and verify the facts – and that, in the end, the brand itself emerges as the obvious answer to the question.

For our day-to-day editorial work, this means:

• Answer questions directly and without beating around the bush, rather than taking a long time to get to the point
• Specify the names of brands, products, and technical terms rather than replacing them with “it” or “this provider”
• Include specific examples and real-life experiences instead of just making claims
• Replace statements like “We’re the best” with verifiable evidence

FAQ on Generative Engine Optimization: A Comparison of B2B and B2C

What is the most important difference between B2B and B2C GEO?

In the B2B sector, the goal is to make it onto the shortlist for complex, multi-step purchasing decisions – based on expert knowledge, studies, and the experiences of other users. In the B2C sector, the goal is to achieve quick visibility in everyday purchasing decisions, based primarily on forums, authentic customer reviews, and store data.

What role does LinkedIn play in generative AI systems?

LinkedIn is important for establishing yourself as a credible brand or expert in a B2B context, although access is limited for most AI providers. Publicly visible posts and company pages remain an important reference, however.

Why has Reddit become so relevant for B2C-GEO?

Because a major data-sharing deal with Google has led AI systems to classify Reddit content as a relatively honest and largely ad-free reflection of public opinion – especially when it comes to questions about real user experiences.

Is traditional search engine marketing no longer enough?

Traditional SEO remains relevant for search engine rankings. GEO is emerging as an additional discipline because generative answers are produced differently: They are compiled from multiple sources and displayed directly, often without anyone even visiting the original page.

What specific steps can PR teams take first?

Find out where people are actually talking about your target audience – in which forums, on which review sites, within which professional circles – and build a targeted presence and a good reputation there, rather than relying solely on your own website.