15 aug. 2025
How to Win in AI Search – A Guide for B2B Tech Companies
Generative search is rewriting the rules of online visibility. When people search in ChatGPT, Gemini, Claude, or Perplexity, they don't get ranked lists anymore – they get AI-generated answers drawn from sources these models trust. If your brand isn't among those sources, you're invisible in this new search landscape.
Recent data from Muck Rack's Generative Pulse report reveals the scope of this shift:
More than 95% of links cited by AI assistants are earned, not paid, meaning media coverage, not ads.
27% of links are journalistic sources.
In technology, AI relies even more heavily on journalism and owned content, with far less weight given to encyclopedias or academic papers.
For B2B tech companies, this means one thing: you must optimize not just for Google, but for Generative Engine Optimization (GEO).
Four Ways to Succeed in AI Search
Earn coverage in high-authority, niche-relevant outlets. Generalist coverage won't cut it. Aim for trusted titles in your vertical – whether that's TechCrunch, The Register, or a respected industry blog. These are the sources AI already cites when answering tech-related queries.
Keep your content fresh. Many AI models (especially OpenAI's) prefer citing sources less than 12 months old. That means maintaining a steady drumbeat of new, relevant stories – press releases, thought leadership, and blog updates – that AI can pick up as "current."
Structure your owned media for machines. Structured data matters. Adding schema markup, creating a Wikidata entry, and interlinking well-tagged pages makes it easier for AI to find, classify, 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 Edge: Schema, Wikidata & More
Schema Markup Schema markup is structured code that helps AI models understand your content context. For B2B tech companies, focus on:
Organization schema (company details, leadership, services)
FAQ schema (common customer questions)
NewsArticle schema (press releases and thought leadership)
At Crux, we've 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 communications agencies.
Wikidata Think of Wikidata as your company's "digital birth certificate" – a verified, structured profile that AI models frequently reference. A well-maintained Wikidata entry should include:
Official website and social profiles
Key personnel and founding details
Notable media mentions and partnerships
Having a verified, well-referenced Wikidata entry makes your company easier to identify and connect to other relevant entities. At Crux, our Wikidata page links to our official site, social profiles, and key media mentions thus creating a central hub for AI to pull from.
Interlinking & Tagging AI tools favor sites where relevant pages are connected logically. Interlinking blog posts, case studies, and media mentions creates a "map" that's easier for models to navigate.
Consistent tagging of topics and categories ensures 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 isn't represented in those answers, you're losing ground, often without realizing it.
The earlier you invest in GEO, the more likely you are to become the "go-to" source AI turns to.
Ready to audit your AI visibility? Crux Comms can map where your company appears in AI-generated answers and build a roadmap to improve it.
Get in touch to learn more.