[Quarterly Update] SEO Trends for Q3 2025: A B2B Marketer’s Guide to Search, Chatbots & Answer Engines 

Why is the information in SEO Trends Q3 2025 useful for B2B Marketers:  

• You’ll understand the importance of brand awareness for Search Engine and Answer Engine Optimization 

• You’ll become familiar with engine visibility vs. discoverability 

• You’ll be better equipped with tips and tools for optimizing your own content 

In our Q2 update, I talked about how tumultuous – and transformational – 2024 was for search engines and the brands that try to optimize for them. We covered algorithm updates, AI overviews, and how Google’s Helpful Content guidance influences which brands appear where on search engine results. Now we’re going to shift focus and concentrate on how you can optimize for both search engines and generative AI chatbots.  

Your brand needs a good About Us page to stand out with Answer Engines

Before we start optimizing for any kind of engine, it’s important to understand the difference between the different engine optimization types.  

Different types of Engine Optimization:

• Search Engine Optimization (SEO) is a set of practices that help search engines find and surface content on a search engine, e.g., Google, Bing, Yahoo  

• Generative Engine Optimization (GEO) is a set of practices that help with visibility within AI tools (GPT, Perplexity, Claude, AI Overviews) 

• Answer Engine Optimization (AEO) is optimizing content to appear in both search engines and Gen-AI/chatbot tools. 

As you can see, Generative Engine Optimization and Search Engine Optimization are very similar. Where SEO focuses on visibility on the search engine results page, GEO focuses on your brand being discovered. We’ll cover Visibility vs. Discoverability later.  

For your website to be discovered, your brand has to be known. AI chatbots use different sources of information to train on, but they all use an often-underutilized asset on every website: the About Us page.  

The About Us page is a great tool in your brand awareness toolbox. It should tell the story of who you are and why people should trust you.  

What makes a good About Us page

Help your About Us page stand out by having it include: 

• Company (or brand’s) mission or vision. Why do you do the thing you do? Why does your brand (or product) exist?  

• Company (or brand/product) history. How did this come to be? What’s the origin story? Was it known by other names?  

• What your company, brand, or product does. What are the products you produce or the services you sell? Who are your customers? How does your product or service benefit your customers?  

• Where can people find you or interact with you. This is an excellent place to include your social media handles as well as other opportunities people can engage with you.  

Including these elements in your About Us page will make it easier for answer engines to discover who you are and ensure you’re visible on their tools.  

What’s the difference between visibility and discoverability?

As SEO evolves, the focus is shifting from securing the top spot on the search engine results page (SERP) to a broader objective: ensuring your brand shows up wherever customers are searching — including in AI-powered chat experiences. Visibility on traditional search engines remains important, but discoverability in generative and conversational AI environments is now a critical frontier. 

In the context of AEO: 

• Visibility means applying proven optimization strategies to secure strong placement in search results — it’s about being seen. 

• Discoverability goes a step further. It’s about strategically shaping your brand and content so that it’s surfaced organically by generative AI engines and becomes part of the user’s journey — even when they’re not explicitly searching for you. 

Using AI Chatbots to Uncover AEO Opportunities 

Today’s leading AI chatbots — including ChatGPT, Perplexity, Claude, and Gemini — offer capabilities that go beyond basic research. These chatbots have become AI assistants tasked with identifying emerging search trends, content gaps, and optimization opportunities that can enhance both SEO performance and brand visibility across digital channels. 

I’ve included a few prompts you can use with your chatbot of choice to help optimize your brand for Answer Engines.  

For Brand Awareness

• Tell me about [insert product name or brand name]  

• Tell me about the five options for [insert product type] 

• Add: Explain to me why I should choose them 

For Optimizing Blog Content

• Give me 5 SEO Title Options for this blog post 

• Add: The audience for this blog post is [insert target audience demographics] 

• Summarize this blog content into a 50-word description that I can use for a meta description on my website. 

• Structure the content in this blog post so it is optimized for both search engines and answer engines 

For Optimizing Your Webpage or Website

• Audit my website [insert URL] for Answer Engine Optimization. Tell me what technical and content issues are preventing me from appearing on search engine results and in AI chatbots.  

• Compare my website to my competitors. Tell me how we compare with calls to action, lead generation, social media and identify opportunities for improvement. 

• Add: Here is the list of our competitors [insert URLs]  

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Author Bio 

Erin Hallstrom is the Associate Director of SEO Strategy for Endeavor Business Media, where she works with more than 150 journalists across 90 brands to implement SEO best practices. Erin is also responsible for Endeavor’s metrics reporting, where she uses her expertise in website analytics to help teams understand their data to make informed SEO decisions. Erin holds multiple technical certifications in Google Analytics and regularly trains audiences and marketing groups on how best to utilize SEO for enhanced content performance.