The Click-Less Search Problem every B2B Company is Talking about
Lately, you’ve been wondering if having a website for your b2b business is even worth it. You’re paying for hosting, domains, and updates. But the leads are louder than the crickets. Now, with Google’s AI Overviews answering questions directly on the search page, people are getting what they need without ever clicking a link. Apart from that, AI mode is taking shape too.
This is the click-less world everybody’s mad about. But I’m about to blow your b2b brains.
So what is the best way to get B2B Leads in the New Age of Search?
Everyone’s up in arms about the dilemma, as if SEO has suddenly gone dark and the end of the internet is nearing. But honestly? SEO hasn’t died. It’s just gotten better than ever.
The problem is, and no offence, your content sucks. The copy and paste edition just isn’t going to cut it in 2025. And your information is all over the place. Unfindable, even on your site. Not even Susan can find the corporate mailer made in 2012, supposedly, your lead magnet.
And therefore that’s why you are invisible to search engines… Never mind real human beings. You know the ones that work at other businesses? And pay money for your services.
Most B2B sites are stuck in the past:
- Optimised for clicks that never come because the AIO crickets ate them or people are already searching on Google in AI mode
- Built like static brochures instead of lead-attracting content-rich landing pages
- Ignoring the fact that AI-generated summaries now answer and entice without sending traffic through a cookie
- Trying to block out the fact that AI mode will be the new way of search
Example: Someone searches “Does X resort have fishing on site?”
The AI Overview might reply:
“Yes, X Resort offers fishing access, plus a pool, kids’ club, and on-site restaurant. Making it a top choice for family getaways.”
Boom. The decision is almost made before they’ve clicked anything.
I mean, I’m sold already. Fishing for the dad, kids club for the brat, and mimosas at the pool for mom. Blessings on one holiday. And I know you’re thinking, but that’s easy to sell, and it’s B2C, anyone can sell fun, Karen. And yes, you sell cloud services or business consultancy. How boring.
Don’t worry I’m going to give you a real boring B2B business leads example, so make sure you read till the end.
Why You’re Not Getting Cookie Leads (And Maybe That’s Good News)
Here’s the truth:
The most effective way to generate B2B leads is no longer through cookie tracking. And the real reason you’re not getting leads is that your information isn’t structured, clear, or unique enough to be surfaced in today’s vast search environment.
AI Overviews, AI mode, Featured Snippets, and even traditional search results favour content that:
- Has clear syntax
- Is niche-specific
- Uses a top-down, bottom-up strategy (cover the big topics and the tiny details)
- Is so unique that it educates the reader as if they’re already there in person
- Doesn’t mimic the same old story copied and pasted and then rewritten by ChatGPT in your employees free account
Imagine this:
They can taste the vibe, see the vibe, and know exactly how much it’s going for, where to get it, and how fast they can pay to make their lives simpler, faster, and more convenient. Because convenience still sells in 2025.
That’s the best way to get more B2B leads in the AI era. Through authentic, human-edited, unique content that is well structured in SEO and easy to digest by not only search engines but humans, too.
The BEST NEW SEO for B2B Leads in 2025
Gone are the days when tracking pixels and endless “data-driven” dashboards were the magic sauce. That sauce has dried up for B2B leads marketing.
Now? The winners are:
- Creative
- Catchy
- Thought-out
- Authentic
- Uniquely brand conscious
Here’s how to adapt:
Educate, Entertain, Inform (E-E-A-T)
If you’ve read this far, then you probably already know Google’s “ranking policy” of Experience, Expertise, Authority, Trust. It’s still very relevant in 2025. And especially relevant for B2B leads.
But imagine this, if Google’s EEAT and TikTok had a baby, it would be little YouTOK too much. No, that’s a joke.
But if you really think about that, you will see the importance of educating your ideal customer through multi-channel, multi-content-type strategies. Such as business FAQs, detailed product and service pages, specifications, product industry standards, history of the entity, and relevance to your niche. This is all so important and brand worthy. It becomes brand-centric, and in the world of AI, branded search is gaining exceptionally more trust signals.
- Don’t just fill internet space.
- Give real, valuable, personality-packed answers.
- Share stories, behind-the-scenes, and industry insights that your competitors could not dare think of.
- That is honestly the best way to get B2B leads. Similar to the E-E-A-T of Google and TikTok’s Educate, Entertain, Inform. Or maybe I can’t credit TikTok entirely. Either way, it’s relevant for all search and especially video search.
“Google has significantly upgraded Search with Gemini 2.0 and the new AI Mode — an experimental, conversational interface that can handle even the most nuanced, multi-step queries. This shows that SEO today must be structured, clear, and AI-ready.” (Google Blog)
Optimise for AI Overviews just like you would for Ranking on Page 1
Google’s AI still pulls from content. Don’t be fooled by SEO experts claiming AEO, AIO, GEO, or whatever else is the new SEO trend. When you do SEO optimisation, make it easy to quote your business:
- Use clear headings (H2, H3)
- Give direct, punchy answers immediately
- Provide context that paints a picture perfectly
- Create clear structure
- Use FAQ and Structured Data (This point is from my own personal experiences, please do some Googling, as this idea varies depending on SEO professionals)
Find a way to Build Direct Traffic Streams to get B2b Leads
If you’re relying solely on organic Google clicks, you’re already behind.
Grow channels you control directly:
- Email newsletter
- LinkedIn company posts
- Short videos or guides that drive people straight to your site through YouTube
Make Pages Built to Convert. Yes, I’m talking about Lead Magnets
When someone finally clicks, they should:
- Know exactly what you do, for example, I sell SEO packages, and this is my lead magnet post
- Trust you instantly (Google’s E.E.A.T)
- Have one obvious next step (quote request, call, or booking)
Quick Wins for the Creative B2B Marketers
- ✅ Write content that makes people feel the experience
- ✅ Ask your developer to help you create schema for your creative assets on lead magnets
- ✅ Target industry-specific questions, semantic language, not just plain keywords
- ✅ Build your own audience via email or social
- ✅ Keep your site fast, mobile-friendly, and clean (easy to read)
Boring B2B Example: How a Solar Monitoring SaaS Gets B2B Leads in South Africa
The Business
A Joburg-based SaaS sells solar monitoring dashboards to installers, corporates, and property developers.
The Problem
They’re invisible for high-value searches like:
- “solar monitoring software South Africa”
- “solar ROI dashboard SA”
International brands dominate, but they don’t address local issues like load shedding, Eskom tariffs, or SA compliance.
The SEO Strategy
- Industry Landing Pages
/solar-monitoring-software-south-africa//energy-management-for-corporates//solar-roi-dashboard-sa/
Pages written for SA pain points: Eskom costs, ROI tracking, downtime.
- AI-Friendly Blogs
- “How to Track Solar ROI in South Africa”
- “Best Solar Monitoring Tools for Developers”
Use Q&A + bullet points → perfect for AI Overviews.
- Local Proof
Case studies like:
- “How a Cape Town Business Park Cut Costs by 35% Using [SoftwareName]”
The Result
When someone searches “solar monitoring software South Africa”, AI Overviews might show:
“SA businesses use solar dashboards to track ROI and Eskom costs. Local tools like [Your SaaS Brand] provide reports and ROI calculators.”
👆 Even without clicks, the brand gets named. With clicks → straight to a demo page.
Why It Works
It’s not flashy, but it solves a massive B2B problem. Clear service pages + AI-friendly content = qualified leads.
Want your SaaS or tech company to surface in AI Overviews (and stop losing leads to global competitors)?
Final Thoughts
SEO has evolved. Rapidly. The clickless search era isn’t the end of B2B leads… It’s the end of old SEO. If you want to win now, be findable, be memorable, and make your content so rich and unique that whether Google clicks happen or not. Your brand sticks in their mind. Get monthly SEO that suits your business and budget.