For years, B2B marketers have played the SEO game by the same rules: keywords, blogs, backlinks, rinse and repeat.
Those rules are changing - fast.
Search is no longer just about ranking pages. It’s about feeding answers to AI-powered engines that summarize, synthesize, and recommend content directly to buyers. And in that shift, one of the most valuable content formats B2B teams invest in has been largely invisible:
Video.
Until recently, AI couldn’t “see” or understand what was inside your videos. Your most authentic, expert-led content was effectively hidden from the very systems now shaping discovery.
That’s where GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization) come in, and why video is becoming the missing layer in modern search.
Traditional SEO assumes a human clicking through blue links. But today’s buyers increasingly interact with:
These systems don’t just rank content - they extract meaning.
They look for:
And historically, video has failed all three. Not because video isn’t valuable, but because AI couldn’t interpret it.
Until recently, AI bots visiting your site:
They only saw the surrounding text.
That meant your:
…were invisible to AI-driven discovery.
Ironically, the most authentic content you produce — the hardest to fake — was the least discoverable.
Let’s simplify this.
Optimizing content so AI can directly answer questions like:
This requires:
Optimizing content so AI systems can generate summaries, recommendations, and explanations using your material as a source.
This requires:
Video becomes powerful only when its insights are made visible as text and metadata.
Here’s the paradox:
That makes video a credibility signal, a differentiation layer, and a trust builder. But only if AI can understand what’s inside it.
By surfacing video insights as:
You turn video into:
This is where GEO and AEO stop being theoretical and start becoming practical.
Forward-thinking teams aren’t waiting for perfect clarity. They’re already adapting by:
1. Treating Video as a Search Asset, Not Just a Brand Asset
Webinars and videos aren’t just “content.” They’re repositories of expert answers.
2. Using FAQs and Accordions to Surface Video Insights
Structured Q&A makes video discoverable without diluting authenticity.
3. Prioritizing Public, Expert-Led Content
If AI is going to summarize something, it should be your experts - not generic blog posts.
4. Letting AI Amplify Authenticity (Not Replace It)
AI extracts, organizes, and distributes insights - but humans remain the source.
The old model rewarded whoever wrote the most optimized blog. The new model rewards:
Video sits at the center of that shift.
When your videos are:
They stop being passive brand assets and start becoming active discovery engines.
Most B2B teams are still thinking in SEO terms.
The teams adapting to GEO and AEO, especially with video, are:
Search isn’t dying. It’s evolving. And video, finally, has a seat at the table.