How to Use SEO and AI Tools to Stay Top of Mind with Modern Buyers

Actionable strategies to boost visibility across search, AI platforms, and buyer research channels.

‍

Marketers have spent the better part of the last decade obsessing over SEO—and for good reason. Ranking well on Google still drives traffic, builds credibility, and generates leads.

But the game is changing.

In our recent podcast episode of Real Growth Conversations, “Data, AI and the Future of Digital Marketing,” I sat down with digital marketing expert, Joe Bresler to talk about how AI is reshaping discovery. His advice? It’s time to stop thinking about just search engine optimization and start thinking about Search Everywhere Optimization.

What is "Search Everywhere Optimization"?

Your buyer isn’t just searching on Google anymore. They’re:

• Asking ChatGPT
  
• Reading Reddit threads
  
• Watching YouTube explainers
  
• Browsing reviews on G2
  
• Asking peers in Slack channels
  

The research journey is no longer linear—or limited to a single search engine. According to Gartner, a typical B2B buying group now includes 6 to 10 decision-makers, each consulting 4 to 5 different sources of information. That’s 24 to 50 distinct touchpoints—all of which need to be aligned, credible, and accessible.(Gartner, Buyer Enablement Research)

If you’re only showing up in traditional SEO results, you’re missing key moments in the decision journey.

The Role of AI Tools Like ChatGPT

Buyers are increasingly turning to generative AI tools for fast, conversational answers. As of early 2025, ChatGPT has approximately 400 million weekly active users, according to OpenAI's Chief Operating Officer, Brad Lightcap. This rapid growth underscores how deeply AI has integrated into daily research and decision-making processes. (First Page Sage; Forbes, 2025) These tools synthesize content from across the web—including yours (if it’s accessible and well-structured).

To show up in these conversations:

• Publish clear, factual content that AI can understand and summarize
  
• Create FAQ pages, POVs, glossaries, and comparisons
  
• Use ChatGPT to audit your own presence: “What’s the best [your category] tool?”
  

Think of ChatGPT as a new layer in the research phase—and your content needs to be ready for it.

A Quick Checklist for Growth Marketers

If you want to stay top of mind while buyers are actively researching and comparing options, here’s where to start:

✅ Optimize your website for both humans and AI
✅ Create content that answers real questions—not just ranks for keywords
✅ Distribute across multiple platforms: search, social, review sites, and AI tools
✅ Track where your buyers are researching—not just where they’re converting

And here’s why this matters: According to McKinsey, B2B customers now use an average of ten distinct interaction channels during their buying journey. This underscores the importance of a comprehensive, multi-channel approach to engage buyers throughout their journey. (McKinsey & Company, B2B Pulse Report 2024)

The Bottom Line

We’re in a world where attention is fragmented and discovery is decentralized. Growth marketers who adapt—by meeting their audience wherever they’re asking questions—will win.

Joe said it best: It’s about being visible everywhere your buyer is searching. That means Google, yes—but also ChatGPT, G2, YouTube, Reddit, and beyond.

🎧 Listen to the full podcast conversation with Joe Bresler:
 Episode 2: Data, AI & The Future of Digital Marketing