Indispensable companies will be those that master AI search engines
What does it mean to be an indispensable company? It means being the one everyone thinks of when they have a need in mind. In B2C, these are well-known brands. In B2B, it’s a bit different. Being indispensable means being the company you’ve heard about and promised yourself to check out. It might not be the biggest or the best-performing. It’s the one you’ll inevitably include in your selection when reviewing a list of providers.
Being indispensable means having a reputation (a good reputation, of course). This reputation is built by word-of-mouth. But if you want to grow and go further, this reputation is now increasingly formed in AI search engines. More and more.
Today, we are in a difficult context.
Your sales reps are tearing their hair out. The market is sluggish. Prospects and clients are there, but they’re tightening their budgets. What to do?
Continue with the good old prospecting methods and hit walls, or build the future?
For me, we can’t just wait. And if we have energy to spare, now is the time to take a stand.
The boom in AI search engines is currently not at all anticipated by most companies. Yet, a part of the future will pass through these engines. 73% of B2B buyers use these engines to find out about your company. And this trend will inevitably continue to strengthen.
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Being seen or cited in ChatGPT or Gemini will soon become as important as being ranked number one on Google.
Yes, but the problem is, how do we do it?
The honest answer is that it’s complicated and uncertain.
The rules of AI search engines are constantly changing. The probability of being cited is random. Links are rarely clicked. Investing in such a direction may seem risky. And yet, it’s the only one that seems viable for the future… and everyone is certain that it is in these AI search engines that companies’ influence and visibility will take place.
Inaction is the worst action
I have been studying this trend for several weeks and trying to understand it. And it is in this sense that I write articles. To help you understand what works and what doesn’t. I have drawn a conclusion: whatever happens with these AI search engines, this should not prevent us from doing things, because they will inevitably be beneficial.
What you do for AI search engines today can only pay off. And what you need to do today goes beyond SEO and advertising. These engines require a more global strategy that combines all communication channels, both offline and online, and which must strive towards one constant: credibility.
The growing and irresistible importance of e-reputation
Acquiring traffic through SEO will yield fewer and fewer results. Google is increasingly looking to monetize its traffic, and blue links, with the arrival of AI Overviews this summer, will be less and less visible.
Social networks tend to increasingly monetize their traffic and retain organic traffic on their platforms.
This loss of traffic will not be compensated, but it will be replaced by a difficult-to-measure element: your online reputation. Increasingly, people will form an opinion outside of your site before visiting you. It is towards this opinion that your efforts must tend to recover highly qualified traffic or leads. If you don’t address this, you will undoubtedly continue to invest more and more money in methods that will cost you more and more for diminishing returns.
Today is the day to stand out
I am convinced, if you haven’t already, that you must sit down today to think about how you will manage your online presence to make your company indispensable.
How to start this new strategy? Well, first by discovering some of my articles, written in recent weeks to guide you a bit. And then, by contacting me to discuss it together. I will always have solutions to offer you, adapted to your budget, to support your growth.
👉 Why build a strong brand identity in the age of generative AIs?
👉 The hidden B2B buyer journey: deciphering decision-makers’ new habits
👉 Where to find original content to create marketing content?
👉 Communication: easy creation of high-value-added content thanks to AI and your employees’ expertise
👉 The B2B digital communication guide
👉 Provisional GEO guide for B2B
Articles from June 2026
If you haven’t had enough and want more, here’s also a reminder of the articles written in June. What would a good newsletter be without its article summary? Here’s my latest selection. To read in the shade of a parasol with a cool drink within reach.
We Are Digital Producers: what is an effective and creative digital collective?
We Are Digital Producers is a collective of digital project managers. They are aces at management and fast creative projects for the biggest international brands. Discover what they can bring to all your communication operations.
B2B website redesign: why get help from a digital expert?
Many digital teams in B2B companies lack the knowledge and maturity to best manage a website redesign project. Calling on a digital expert with expertise in these projects can help you successfully complete all these projects.
State of B2B e-commerce in 2026
A review of the state of B2B e-commerce in 2026 and the major trends at play. Essential if you want to set your strategy for the coming months.
Complex B2B sales: what content marketing to fuel sales reps?
In B2B, selling is not always so simple. And communication and marketing are not just decorative elements that are cut during budget restrictions. They are truly complementary sales elements that can bring a lot to field teams. Discover why?
Interview with Yann Gourvennec: how ABM reconciles sales and marketing for B2B SMEs
Account-based marketing seems to be an ignored genre in France, while in practice it remains the most effective method for converting prospects into clients in the context of complex B2B sales. Discover the interview with one of the best specialists on the subject in France.
Why less traffic from Google is not bad news
Yes, your site’s traffic will decrease. No, that’s not bad news. You just need to understand why and how to anticipate this ongoing change.
B2B companies: how to appear in AI search engines?
Well, it’s not that simple. In this article, I explain the most recognized methods for being cited in LLMs. There is still a lot of uncertainty, but these efforts will not be wasted anyway.
Arthur Mensch gives an update on Mistral
I hadn’t talked about AI in this newsletter yet. Well, it’s done! Find the latest statements from Arthur Mensch, the head of the only French startup that dares to challenge American giants.
AI: why and how to train? Exclusive interview with Manuel Davy
This exclusive interview with Manuel Davy allowed me to take stock of the problem of AI training. If you don’t know Manuel Davy yet, get acquainted with him. He is one of our best AI specialists north of Paris.
Review of solutions for B2B companies
Each month, I highlight startups that matter in B2B and provide real services to companies. If you have a digital marketing or production solution that can help B2B companies, contact me. The interview is free!
Sensefuel: the AI solution that personalizes product search and discovery for e-commerce
TimeTonic: the no-code platform to digitize, automate, and simplify business operations
Skapánê: intelligent hyper-automation that transforms your business processes thanks to AI
Articles seen and read: go directly to the source of information
Does AI content rank well in search?
Websites, AI is omnipresent, but not magic
The Great Blogging Collapse: What Happened to 100 Successful Blogs?
Google unveils comprehensive documentation on controlling generative AIs in Search Console
How AI forms opinions about your brand
GEO: Google’s Search Console displays site performance in AI responses
Generative AIs no longer cite the same sources, brands must adapt
The most remarkable websites of the month
My selection of remarkable websites, both for their aesthetic appeal and for their product or service
👉 https://labs.google/dreambeans
And that’s it, it’s already over! I hope this newsletter has helped you gain clarity on managing your online reputation. I wish you happy holidays if you haven’t left yet. And I’ll see you soon!
Olivier
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