How LLMs Are Rewriting the B2B Discovery Journey
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
59 min
2 speakers
8 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the new AI‑first B2B discovery journey and why does it matter?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
Nearly nine in ten B2B buyers have adopted generative AI, and many now use it across the buying process. That's not experimental, that's behavior. And it's changing the discovery journey. We're moving from search and discover to ask and answer. And when buyers ask the model, the model becomes the front door. This creates a huge truth for SEO teams. Your first audience isn't always a human anymore. It's a bot. So the question is simple: is your website readable by the machines doing the research? I'm Jordan Cooney, and joining me today is Jeff Rain, co-founder at Everything Machines. Jeff spent two decades in enterprise marketing and platform strategy, and now he's building Everything Cache, a brand-side cache that makes websites readable for LLM crawlers without rebuilding the human site.
Today Jeff breaks down around what's changing in B2B discovery, why measurement alone isn't enough, and what AI first infrastructure looks like when your buyers stop clicking. Jeff, welcome to the Voices Search podcast.
Thank you so much for having me. It's a pleasure to be here.
Yeah, I'm super pumped about this. This is uh obviously very new territory. Um, you know, although many of these concepts are things that the SEO community, the industry has seen for for many years. Concepts like site maps and caching and accessibility aren't necessarily new concepts, but the way that they're changing is is very, very different now. And in and a lot of new New expectations. are out there for not just SEOs but marketers to ensure that they're being found and seen in these LLM models. Um, you know, you you in in our intro here, we we brought up this concept of uh search and discover to to ask and ac answer. Yeah. Um what's this what's this mean and how does this change impact buyers and and users?
Yeah, uh look, this is the fundamental change. Um, and so it's really important to spend a a second just really grappling with w with what it is and what it means in some of the obvious and also some of the non-obvious ways. Um, I think we all know how we search the web. Yesterday. I won't say today because today is already different. But if we go back in time, if we had our our Michael J. Fox um, you know, DeLorean go back in time, how would we search? We Google. There's no two ways about it. God bless Microsoft and and God bless uh others who are t trying to capture the old traditional search. We would Google something. And what does that mean? We all know we get those blue links. And we go spelunking around the internet ourselves.
It's a DIY project.
How are B2B buyers shifting from search‑and‑discover to ask‑and‑answer behavior?
You you give it a couple of words and you go spelunking. Now, unless it's in an industry that Google has decided that they want to control the you know the first third of the screen. But we'll let Jeremy Stoppelman and others, you know, worry about that. Fight that fight. Yep. Yeah. Let them worry about that. But you you you did it yourself. You spelunked around the internet and you've you looked at the pages that they delivered and in an otherwise potentially infinite list. And you Intrepid researcher, searcher. Uh we're in charge of figuring it out. So that's that's traditional search. You you search and then you discover the answer. But now it's it's ask and answer. Now you prompt uh an in an AI search or in an LLM, whatever the parlance you want to use, and you get an answer.
It's not the answer. But it's an answer. And it looks pretty discreet. It it it ends. It it doesn't have an arrow that says there's more of these links over here.
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Chapters
8 chapters
1
What is the new AI‑first B2B discovery journey and why does it matter?
0:00–3:30
2
How are B2B buyers shifting from search‑and‑discover to ask‑and‑answer behavior?
3:30–7:33
3
Why isn’t traditional SEO measurement enough for AI‑driven search?
7:33–15:30
4
What are hallucinations in LLM answers and how do they impact brand messaging?
15:30–21:35
5
How does Everything Cache make a website readable for LLM crawlers without rebuilding it?
21:35–29:39
6
What infrastructure layers (caching, enrichment, publishing) are needed for AI‑first discovery?
29:39–39:39
7
How should marketers rethink measurement and visibility for bot traffic?
39:39–47:30
8
What are the biggest mistakes brands make when treating LLM optimization like traditional SEO?
47:30–59:07