If you’ve been clinging to traditional SEO as your Holy Grail for B2B marketing ... you might want to sit down.
SEO isn’t dead because of neglect. It’s been smothered … by the very hands that once fed it. Google itself has turned the search engine return page with its AI search enhancements, and what used to be a keyword-driven, algorithm-game is now just background noise in a digital landscape where intent and authenticity dominate.
Let me break this down Repp-style ... blunt, strategic, and unapologetically honest.
The Shift: From Clicks to Connection
Several years ago, I started leaning hard into quality content that didn’t even try to play nice with SEO. Not because I misunderstood SEO ... but because I understood it too well. At the time, the game seemed slightly rigged. Optimizing headlines, squeezing in keywords, chasing backlinks … it all felt like trying to win a game whose rules were being rewritten in real-time by an opponent who had no interest in your success.
So I flipped the script. I started to write for real humans ... industrial buyers, engineers, decision-makers. I followed Marcus Sheridan’s advice, “They Ask, You Answer!” The result? A 400% spike in engagement for one of my clients and complete domination in terms of brand visibility in their specific industry niche. No hacks. No tricks. Just clear, purposeful content.
That clarity didn’t come from nowhere. Thanks to my friend Greg Miller, an accomplished brand story-teller, I’ve been pounding the drum for years that B2B industrials need to stop selling and start storytelling. A strong brand story isn’t fluff … it’s fuel. When your brand becomes a publisher, when you use your real-world grit and legacy to connect with your buyers, you do more than inform … you resonate. I’ve said it over ten years ago in articles like "Your Industrial Brand: Why?" and "Your Industrial Brand Should Be Your Publisher": Your story is your most powerful differentiator.
If your brand story isn’t leading your content, you’re already behind.
Google’s AI Update: The Final Nail
When Google announced its AI-generated summaries at the top of search engine retuen page, it wasn’t just a new feature … it was a funeral procession. Your carefully optimized page now lives below a blob of algorithm-generated summaries, probably sandwiched between ads for products you don’t sell and links that aren’t yours.
The lesson?
Stop playing a game you can’t win. Start creating value where algorithms can’t compete: your unique insight, your story, your expertise.
Your Industrial Buyer Has Evolved
Today’s B2B buyer doesn’t “search” in the traditional sense. They’re cross-referencing, consulting peers, engaging with brands that feel credible and human. They’re using AI tools to shortcut research and surface relevance … no SEO fluff.
If your content still talks like a robot and walks like clickbait, it’s not just ignored ... it’s actively avoided.
The Anti-SEO Era
Yeah, it’s a weird name. But the logic behind it is deadly serious. Content designed to bypass the algorithm and speak directly to a human being … no keyword stuffing, no metadata gymnastics. It’s about making your content unreplicable. Making it you.
That’s what industrial marketers should be aiming for. You’re not creating blogs …you’re creating trust assets. A well-placed piece of content that explains how your laser welding tech improves uptime is far more valuable than chasing a first-page rank for "industrial laser welding."
SEO Isn’t Evolving. It’s Dying.
Let’s be clear: SEO hasn’t "evolved" into something more helpful. It’s been replaced. Replaced by AI summaries, replaced by user behavior shifts, replaced by platforms like LinkedIn where thought leadership wins over word count.
But this isn’t bad news ... if you’re willing to pivot.
There’s an opportunity to be what Google’s AI can’t be: REAL. That means telling stories only your industrial brand can tell, sharing data only you can gather, and offering expertise only your team has earned.
Branded Search and Unreplicable Content
One savvy SEO pro recently said the future is in "branded search and unreplicable content".
Dead on.
Industrial brands need to build a presence that’s not just optimized … but ownable. That means having a voice. Having a point of view. Having a digital footprint that’s so specific to your company, your solutions, and your industry niche that nobody … not even AI … can fake it.
Start with your website. If it reads like everyone else’s … promotes “best service” or “best price” … rewrite it. Then hit your blog. Make it a place for engineers to think … not a place to “rank.” (I featured this engineer-focused blog 12 years ago)
Your Next Move
Dump the tired SEO checklist. Focus instead on:
- Educating your customer with content that solves their problem
- Sharing original insights that come from your field experience
- Showcasing real-world applications of your product or service
- Telling stories that bring your brand to life
And always … always … write like you’re talking to someone who matters.
Final Word: It’s Not About SEO. It’s About Substance.
The game has changed. The scoreboard has changed. But the goal remains the same … get found, get trusted, get chosen.
That said, having some foundational SEO knowledge still helps. Understanding how to properly tag your pages, structure your content,use schema markup and optimize page speed or mobile experience can give your audience a smoother ride and your industrial brand a better stage. It’s not the engine anymore ... but it’s still part of the machine.
Industrial marketers who understand this shift and embrace the new rules will come out ahead. The rest? They’ll keep writing keyword-stuffed posts that end up buried AI summaries.
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.
