Search isn’t a platform ... it’s a behavior. And in 2025, that behavior is fracturing faster than ever across AI chatbots, social media, and traditional search engines. For B2B industrial marketers, this isn’t the death of SEO … it’s a opportunity to build your brand’s topical authority that thrives across every channel your buyers use to find solutions.
The Myth of "SEO is Dead" ... and the Reality of Fractured Search
The panic headlines are back: "AI will kill Google," "SEO is obsolete," "Chatbots replace search." But look closer at the data: consumers still rely heavily on search engines, with 49% clicking blue links for deeper information even as they experiment with AI tools like ChatGPT. At the same time, AI platforms are surging, with ChatGPT now ranking among the top five most visited sites globally.
What’s really happening? Search isn’t dying ... it’s splintering into multiple interfaces, and your prospects are shifting between them depending on the friction they encounter. Ads cluttering Google? They hop to ChatGPT. Need quick social proof? They scroll to LinkedIn, maybe Reddit.
For industrial brands, this means your SEO strategy must evolve beyond keywords and SERPs. Authority, originality, expertise and trust must carry across every platform where your buyers seek answers.
Consumers Are Ready for AI ... Marketers Aren’t
Today’s buyers are AI-savvy: 64% feel positive about AI, 74% feel confident using it, and 82% already find AI-powered search more helpful than traditional SERPs.
AI isn’t coming; it’s here.
Yet only 22% of marketers track brand visibility across AI-driven platforms like large language models (LLMs).
That’s a dangerous disconnect.
If you’re not monitoring your brand’s presence in AI outputs, you’re ceding mindshare to competitors who are. The marketers who master tracking and optimizing brand mentions in AI responses will win the trust of tomorrow’s industrial buyers.
Friction Drives Innovation ... and Adoption
Market research shows why AI is exploding: buyers are tired of traditional search friction. Ads that bury answers, irrelevant results, and clunky interfaces are driving users toward clean, fast AI experiences. Even with Google seeing 5 trillion searches annually, ChatGPT is seeing nearly 5 billion visits per month.
This shift isn’t about abandoning Google; it’s about buyers chasing the best experience.
Industrial marketers must reduce friction across all your digital properties … whether it’s a website, chatbot, or social channel … because the fastest path to clarity wins attention.
Topical Authority Building Is Non-Negotiable
Winning fractured search requires unifying your content and authority-building efforts across channels:
- Indexable content with structured data and E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness).
- Branded citations and expert quotes in trade publications.
- Schema markup that feeds both traditional search engines and AI-driven tools with context.
- Short-form video and social content optimized with searchable captions, hashtags, and fresh data.
These strategies have been proven to build authority in both traditional search engine tactics and generative AI outputs.
Fighting Misinformation Is Your Differentiator
AI hallucinations are a real threat: 78% of marketers and 68% of consumers worry about misinformation more than job loss. The best defense? Proprietary sources of truth. Feed your AI-driven workflows data that only you own: first-party research, unique industry insights, and small to medium size interviews.
Then layer transparency: author bios, clear citations, and fact-checked content. Industrial buyers won’t trust brands that regurgitate generic answers ... They trust brands that bring fresh, reliable expertise to the table.
Buyers Trust Brands That Use AI Responsibly
The idea that buyers reject AI-generated content is a myth. Our data shows 80% of consumers have a neutral or positive attitude toward brands using AI-generated content — as long as it’s credible. The key is ensuring your content stands out with originality and rigor, not cookie-cutter outputs.
Remember, it’s not "will AI hurt my rankings?" ... it’s "will my AI-driven content deserve rankings?" Build workflows that prioritize creative, high-quality content backed by your unique knowledge base.
Time Saved with AI? Reinvest It Wisely
93% of marketers report AI tools save them time, but only 19% use that time for professional development. Industrial marketers must flip that script. Don’t just produce more; invest time saved into strategic growth: upskilling, deep research, and building better client relationships.
I know of one team, for example, that reinvested AI efficiency gains to pilot a four-day workweek … boosting morale, retention, and performance. That’s the power of treating AI as a capability amplifier instead of a volume multiplier.
I am reminded of a quote I read recently, “AI gives you Friday back!”
The Operational Playbook for Fractured Search
- Feed AI proprietary sources of truth so every output is grounded in your expertise.
- Audit AI content for bias, inaccuracy, brand tone and generic tone.
- Prioritize divergent thinking in prompts to create fresh, engaging content.
- Build authoritative author profiles that signal trust across platforms.
- Align SEO, content marketing, and digital PR efforts to earn authority signals consistently.
The Bottom Line: Fractures Are Opportunities
Search will keep fracturing as buyers adopt new tools and platforms. But don’t treat these fractures like separate games … treat them as a chance to build an industrial brand that commands authority wherever your buyers search for answers.
Authority, originality, and trust are the universal signals that power visibility across Google, ChatGPT, Linkedin, X and whatever comes next. Master these fundamentals, and you’ll thrive no matter how search evolves.
Want to know more, go to What We Do or Contact Me in the menu above. Or give me a call at 269-375-0349.
This article is adapted and expanded by Tom Repp, drawing insights from proprietary research and industry data presented at SMX Advanced 2025 and edited specifically for my mid-size B2B audience.
