Every few years, SEO gets a shiny new acronym. Voice search. AMP. E-A-T. Each promised to rewrite the rules, and each eventually found its way into the same corporate graveyard of experiments and half-baked roadmaps.
I know, because I bought in. For a year and a half, I buried myself in schema markup—building page-level knowledge graphs, connecting entities, mapping relationships until entire sites resembled semantic webs. It was meticulous, elegant, even beautiful in its own way. And it delivered nothing. Not because technical work doesn’t matter—SEO is inherently technical. The issue in enterprise is that Google is a black box. You can pour months into structured data and still have no proof of impact. And when technical effort doesn’t ladder up to outcomes the business can recognize, leadership moves on without us.
That’s the gap: SEO leaders must prioritize and align on strategic goals, not just technical execution.
GEO exposes the limits of SEO
Now the industry is circling around Generative Engine Optimization (GEO) with the same energy. Use the right schema. Reformat content into chunks. Optimize for citations in AI Overviews. Some even suggest publishing “LLM-friendly FAQs” or rewriting content to mimic generative outputs. It’s the same playbook that surfaced during featured snippets, voice search, and AMP: act fast, package advice, sell the illusion of control.
But here’s the reality: These tactics don’t scale in an enterprise. They don’t hold up across hundreds of markets, thousands of pages, or the messy sprawl of global product content. And they don’t convince executives. No CMO cares that you’ve been cited in an AI Overview when brand demand is softening. And no CEO is going to see value in SEO because you reformatted content into semantic chunks. What they care about is whether marketing is building pipeline maturity and coverage—and whether your function is visibly contributing to it.
Generative engines don’t just reduce clicks—they compress what used to be multi-touch discovery across dozens of websites into a single answer. That’s bad news for enterprises: It strips away the context you control, gives you fewer chances to influence perception, and leaves your brand fighting for representation in an answer you don’t own.
The funnel is a myth
For years, B2B marketers have comforted themselves with neat stages like TOFU, MOFU, BOFU, as if buyers marched predictably from awareness to consideration to decision. It gave teams something to measure, something to label content with, something to report up. But it was always fiction—a convenient story to feel in control.
In reality, humans don’t buy in stages. They buy when they’re ready, from whichever piece of content makes them feel understood. Sometimes that’s a thought leadership post. Sometimes a case study. Sometimes a stray LinkedIn comment. Most of your audience is out of the market 95% of the time, and…
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