Aug 15, 2025
AI search is rewriting the rules of online visibility. When people use ChatGPT, Gemini, Claude, or Perplexity, they no longer receive ranked lists; they get AI-generated answers sourced from the sources these models trust. If your brand is not among these sources, you are invisible in this new search landscape.
Fresh data from Muck Rack's Generative Pulse report shows the extent of this change:
More than 95% of the links cited by AI assistants are earned, not paid, meaning media coverage, not advertisements.
27% of the links are journalistic sources.
In technology, AI relies even more on journalism and original content, with much less weight given to encyclopedias or academic articles.
For B2B technology companies, this means one thing: you must optimize not only for Google but for Generative Engine Optimization (GEO).
Four ways to succeed in AI search
Try to get mentioned in relevant media, preferably niche ones. General coverage is not enough. Aim for trusted titles within your vertical – whether it's TechCrunch, The Register, or a respected industry blog. These are the sources AI already cites when answering technology-related questions.
Keep your content fresh. Many AI models (especially OpenAI's) prefer to cite sources that are less than 12 months old. This means maintaining a steady rhythm of new, relevant stories – press releases, thought leadership, and blog updates – that AI can pick up as “current.”
Structure your own content for machines. Structured data matters. Adding schema markup, creating a Wikidata entry, and linking tagged pages makes it easier for AI to find, categorize, and cite your content.
Mix your content formats. While journalism dominates, AI also cites corporate blogs, research reports, and credible third-party sites. Offering multiple entry points for your expertise increases your visibility footprint.
The technical side of things: Schema, Wikidata, and more
Schema markup. Schema markup is structured code that helps AI models understand the context of your content. For B2B technology companies, focus on:
Organization schema (company details, leadership, services)
FAQ schema (frequently asked customer questions)
NewsArticle schema (press releases and thought leadership)
At Crux, we have implemented Organization schema that identifies our founders, services, and contact information – making it easier for AI to understand who we are when generating answers about communication agencies.
Wikidata. Think of Wikidata as your company's “digital birth certificate” – a verified, structured profile that AI models often refer to. A well-maintained Wikidata entry should include:
Official website and social profiles
Key individuals and founder details
Notable media mentions and partnerships
Having a verified, well-referenced Wikidata entry makes your company easier to identify and link to other relevant entities. At Crux, our Wikidata page links to our official site, social profiles, and key media mentions, creating a central hub that AI can draw from.
Internal linking and tagging. AI tools prefer sites where relevant pages are logically interconnected. Linking together blog posts, case studies, and press releases creates a “map” that is easier for models to navigate.
Consistent tagging of topics and categories ensures that your content is discoverable for the right queries.
The technical infrastructure matters, but so does timing.
Why GEO is urgent for B2B tech
Your buyers are already asking AI tools for vendor recommendations, product comparisons, and industry analysis. If your company is not represented in these answers, you are losing ground, often without realizing it.
The sooner you invest in GEO, the more likely you are to become the “first source” that AI turns to.
Ready to review your AI visibility? Crux Comms can map where your company appears in AI-generated answers and build a roadmap to enhance it.
Feel free to reach out if you want to know more.