B2B Marketers: AI-Adapted SEO Strategies Announced by Alastair Kane Search Marketing
October 10, 2025 - Alastair Kane Search Marketing has set a clear priority for B2B brands: evolve SEO for AI-driven search while keeping core fundamentals tight. The firm states that SEO still drives growth, but AI systems have changed how visibility is won. Teams need advisors who blend classic SEO with new AI-era tactics.
"SEO has undergone a massive evolution with the introduction of AI search, but it remains absolutely critical for B2B success," said Alastair Kane, Principal Consultant at Alastair Kane Search Marketing. "The core principles that drive organic visibility still apply, but businesses need to ensure their consultant knows the tactics that work in 2025 and beyond. Companies that adapt their strategies now will maintain their competitive edge as search continues to evolve."
What "AI-Adapted SEO" Looks Like
- Technical SEO that feeds machines: Clean site architecture, fast delivery, structured data, canonical clarity, and entity markup so algorithms can extract and cite your content accurately. See how AI Overviews process content from the source by reviewing Google's guidance here.
- Competitor and SERP intelligence: Map traditional rankings, AI summaries, citations, and answer boxes. Prioritize opportunities where your brand can be referenced, quoted, or cited.
- Content built for buyers and AI: Create authoritative pages that answer specific problems fast, include expert POV, FAQs, and first-party data. Use crisp headings and entities so systems can assemble accurate summaries.
- Authority via credible links: Digital PR, partnerships, and publications that matter in your vertical. Quality beats volume.
- Specialized AI search optimization: Optimize for inclusion in AI answers and assistant outputs. Strengthen E-E-A-T signals across your site, profiles, and citations.
Why This Matters for B2B
B2B deals have long sales cycles, multiple stakeholders, and high scrutiny. Buyers source answers across pages, AI summaries, and PPC-often in the same session.
That's why the consultancy offers SEO and PPC together. SEO compounds brand demand and organic coverage; PPC captures bottom-funnel terms where organic depth is still building.
- Use SEO for scalable demand creation, thought leadership, and mid-funnel enablement.
- Use PPC for must-win buyer-stage queries, fast testing, and coverage gaps.
Methodology Built for Outcomes
- Technical SEO audits tied to growth opportunities
- Competitor research and keyword prioritization by intent
- Content programs that earn citations in AI answers and rankings in classic SERPs
- Authoritative link building and digital PR
- Integration with other channels to amplify reach and revenue impact
The focus is simple: qualified pipeline, revenue, and category credibility.
Expertise and Track Record
With nearly 15 years in search, including a prior role as Head of Search at a B2B agency, Alastair Kane has helped companies across industries grow traffic, leads, and sales from search. Profile details are available on LinkedIn.
Get B2B SEO and PPC Consulting
Marketing leaders can review the consultancy's B2B SEO services and approach here: B2B SEO Consultant Services. The firm works with select clients on long-term partnerships and plans that map to specific business goals. More about the consultancy: alkane.marketing.
Quick Checklist for Your 2025 Search Plan
- Audit technical foundations, schema, and internal linking
- Prioritize topics where your brand can earn citations in AI summaries
- Ship concise, expert content that answers questions clearly and fast
- Launch or strengthen digital PR for authority signals
- Pair SEO with PPC to cover intent from research to buy
Skill Up Your Team (Optional Resource)
If your team is building AI capability for marketing, explore this resource: AI Certification for Marketing Specialists.
Contact
Alastair Kane Search Marketing
Alastair Kane
07826 325738
al@alkane.marketing
Merton Rd
Southsea
PO5 2AE
United Kingdom
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