It’s easy to get caught up in the hype. AEO. GEO. LNOPO. As AI infiltrates every corner of digital marketing, industrial B2Bs are being pitched on “new” optimization tools that promise to keep you on top of Google’s ever-changing search landscape.
But here’s the kicker ... Google’s message … straight from John Mueller (Google’s Senior Search Analyst) and Danny Sullivan …the two most recognized authorities on search marketing …(Google it!) is that not much has changed. Sure, search is evolving. Formats are shifting. AI is adding layers of complexity. But the principles that drive real SEO success haven’t changed in 20 years ... and they won’t change in the next 20.
So let’s get grounded. If you’re a mid-size industrial B2B trying to make sense of it all, this blog is your no-BS guide.
What the Hell Is AEO, GEO, and LNOPO?
Google insiders even joked about the proliferation of acronyms. AEO (Answer Engine Optimization). GEO (Generative Engine Optimization). LNOPO (Literally No One Plans Optimization … okay, that one’s made up).
Here’s the truth: these aren’t separate strategies. They’re just new formats of how search results are being displayed … often powered by AI. Think AI summaries at the top of the page. Think voice search answers. Think more video, more images, and richer results.
But none of this means you need to scrap what’s working. These are subsets of SEO, not replacements.
SEO Is Still About One Thing: Serving Humans, Not AI Robots
Google has been shouting this from the rooftops for years ... but B2Bs still get it twisted. Your website exists to help your human buyer. Not to game algorithms. Not to stuff keywords. Not to chase every shiny new tool that lands in your inbox.
Mueller and Sullivan made it clear: Google’s algorithm rewards content that’s helpful, original, and created for real people, not machines. That means if your blog post reads like it was ghostwritten by ChatGPT and optimized by a keyword-stuffing intern ... it’s probably not helping you rank … or sell.
Chasing the Format Will Burn You Out
Google's team acknowledged the temptation: when formats change, marketers panic. Should we break up our content? Rewrite for AI? Do you have a separate page for AEO?
The answer is simple: don’t.
When you tailor your content for a specific algorithm or format, you’re solving for today ... not tomorrow. And since formats will always evolve, you’re stuck on a hamster wheel. Instead, solve for your buyer. Be helpful. Be clear. Be original. If your content aligns with that “north star,” you’ll future-proof your SEO no matter what acronym rolls out next.
Originality > Commodity Content
This is where mid-size B2Bs can really shine. Most of your competitors are phoning it in … republishing white papers from 2004 or playing copycat with competitor blogs.
Don’t be that guy.
Google’s AI systems are pretty good at surfacing factual, commodity content (e.g., “What time is the Super Bowl today?”). But what they still rely on … and reward … is unique, expert-driven insight. Your voice. Your experience. Your take.
In other words, if you’re in industrial robotics, don’t regurgitate “What is a robot arm?” … show me how you solve downtime problems for Tier 2 auto suppliers. That’s how you win in modern SEO, AEO, and whatever-O.
Want an Edge? Go Multimodal
Yes, it’s a jargon-y word, but it matters. Multimodal means using text, video, images, and audio together … because today’s buyer doesn’t just read, they watch, listen, and search visually.
The more dimensions you bring to your content, the more surface area you create to be discovered. If you’re only writing text and ignoring short-form video, podcasts, or product imagery ... you’re leaving leads on the table.
And no, you don’t need to turn into a YouTube star. But record your engineers walking through common problems. Post a podcast of your sales rep answering FAQs. Layer that content into your blog strategy.
Measure What Matters — And Quit Chasing Clicks
Here’s where most B2Bs miss the mark: they measure success in traffic volume, not in quality leads or conversions. Google hinted that AI-powered formats may lead to fewer clicks but higher-quality visits … which means you need to define what success actually looks like.
Is it a form fill? A download? An RFQ? An email sign-up? Whatever it is ... measure it and optimize for it. Not for impressions or vanity metrics.
Final Word
Google isn’t hiding some secret playbook. Their advice is consistent, and frankly, boring ... which is exactly why it works.
Do this consistently, and you’ll crush SEO, AEO, GEO ... and whatever new acronym the marketing world dreams up next quarter.
Not sure where to start? The B2B Content REPPliKator is built specifically to help mid-size B2Bs follow this exact playbook … turning your real-world expertise into content that ranks, resonates, and converts. It’s your no-fluff shortcut to doing exactly what John and Danny recommnd.