AI in B2B Marketing: The History of Automation & Its Disruptive Impact

It’s been a month since Google’s major algorithm update shook up search rankings. How has the B2B world fared? What attributes lead to success in a post-update world, and what causes websites to lose performance?
While it’s early to make any definitive judgements about the update and its impact, we can start looking at emerging trends.
We performed an analysis of 18 managed websites across several business categories to understand where we’re at and where we need to go to continue fostering success for our clients. Here’s what we found.
<h2>Context of the March Update</h2>
Rolled out at the beginning of March, Google’s latest core update takes aim at AI-generated and low value content. It purports to reduce spammy and low value results by 40%, though how they measure this improvement is not clear.
The update explicitly mentions punitive measures against generated content and spammy linking and domain exploitation practices.
Google updates “roll out” rather than “dropping.” That is to say, it’s a gradual process that may take weeks or months to complete rather than an immediate impact on the day the update is announced. After a month, the update has certainly had an effect, but its full impact may not be seen for a month or more.
<h2>Haves and have-nots: post-update performance is mixed</h2>
Across eighteen web properties, ten saw their clicks decline and nine saw their impressions decline month-over-month since March 1. Overall click volume slightly improved (1.6% gain) while overall impressions declined by just 0.08%. Average search position declined by 0.08%.
In most cases, losers lost by slim margins while winners saw significant boosts. The biggest search traffic loser saw a click decline of 12.7%. The biggest winner grew by 43%. In many cases, traffic declines and improvements were within the margin of error, indicating no significant impact—at least so far.
<h2>Technical factors contribute to performance changes, but their impact is limited</h2>
Though there are exceptions in each case, better technical performance remains a differentiator between winners and losers. We used Google PageSpeed scores to analyze website speed, finding that websites that grew their search traffic considerably averaged a PageSpeed score of 60/100, while websites that saw significant traffic losses averaged a score of 49/100.
The picture for more specific technical metrics like text:HTML ratio is fuzzier. There’s weak evidence that page structure and code quality impact search performance, but a number of outliers in our data make it difficult to draw any conclusions.
<h2>Winners focused on timely and informative content</h2>
Traffic winners attracted nearly twice as many clicks from unbranded search terms per page than traffic losers. Top performing websites saw significant traffic to informational blog posts and thorough services pages. The best-performing website post-update focused on generating quality industry news articles, analyzing stories ripped from the headlines for their customers.
Traffic losers often lacked up-to-date and timely information in their content, focusing on broad topics or neglecting content marketing altogether. Generally speaking, companies that deal in goods like equipment or chemical products performed worse than service-based companies.
We know that Google prioritizes content that demonstrates Expertise, Authority, and Trust (EAT). Staying on top of industry news, responding to current trends, and presenting clear and factual information all contribute to success. It seems that these signals are only growing more important with the latest update.
<h2>Size matters: more pages, more words per page correlate to increased success</h2>
This surely comes as no surprise. Bigger websites with broader content ranked better before the update and seem to be growing at a faster rate post-update. This isn’t a hard-and-fast rule. For example, one analyzed website is for a company that hires consistently and at volume. Their website is quite small, but they are a top traffic winner since March 1, due in part to a high demand for jobs in their industry. Their top performing page by far is their careers page.
Note that the quality and relevance of these pages matter more than their length or total count. Top performers analyzed don’t produce generic content en masse; they focus on topics that intrigue their audience and demonstrate their industry knowledge. The stated purpose of the March algorithm update is to reduce or eliminate spam content from search, including AI content. Increasing the volume of unique content on your website is the winning formula.
<h2>How to improve SEO performance after the March update</h2>
While there are no silver bullets to SEO success post-update, there are strategies that seem to work better than others.
<ul>
<li>Focus on creating timely and unique content. There was a time where SEOs could re-word content from their competitors, publish unoriginal blog posts, and potentially outrank the competitor they ripped off. It seems that Google’s efforts to prioritize uniqueness have paid off. We’re seeing generic or low-value content drop off in search, while hand-written and independently researched content performs better than ever. Mine the headlines for content ideas. Use your industry insights and expert opinions to turn news stories into thinkpieces that will resonate with your audience.</li>
<li>Run a lean, efficient website. We’ve always believed that good technical performance improves SEO outcomes. A wealth of data supports this position. While technical performance doesn’t necessarily lead to traffic growth, it seems that good technical websites are more likely to weather the storm. Websites with poor or inconsistent performance tended to lose more traffic, though a couple outliers with poor technical performance but great content muddy the waters.</li>
<li>Fresh is best. Several websites whose traffic saw growth had recently published or optimized blog posts drive their growth in March. Never be afraid to refresh and update content with new information or more context. If Google’s working hard to prioritize quality, they’ll notice and appreciate your efforts.</li>
<li>Break away from branded search. The ratio of branded to unbranded search for each website proved to have a strong correlation to overall search performance. Websites with less diversified (read: more branded) content tended to see significant dips in performance. Google wants top performers to demonstrate expertise in their niche. Ensure that your content speaks to your expertise and authority, and that you’re working on ranking for unbranded terms.</li>
</ul>

How can you win at B2B SEO after Google’s March update?

Since the ‘90s, the professional world has been rocked by technical innovation. From email and personal computers to Blackberries and eventually iPhones, each decade introduced a radical new tool to make work easier and more efficient. The latest in this string of office work innovations is generative AI.
From drafting email templates to generating images, video, and music, the rate at which generative AI is evolving is breathtaking—and a little scary. Within weeks of OpenAI’s public release of ChatGPT in 2022, the marketing world was inundated with AI tools focused on content creation. These tools made bold claims about their ability to beat checks for generated content, deliver SEO results, and generally revolutionize the world of content marketing.
It’s been almost 18 months since then. How’s the revolution going? According to the latest SEO research, not great.
Let’s take a look at AI-generated content, its impact on content marketing over the past year, and why AI may have just killed hundreds of websites. But first, a history lesson…
<h2>When the cure becomes the culprit</h2>
<img loading="lazy" decoding="async" class="alignnone size-full wp-image-2834" src="https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/aspern_doc_min.png" alt="" width="1352" height="557" srcset="https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/aspern_doc_min.png 1352w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/aspern_doc_min-300x124.png 300w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/aspern_doc_min-1024x422.png 1024w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/aspern_doc_min-768x316.png 768w" sizes="(max-width: 1352px) 100vw, 1352px" />
Aspirin was the miracle drug of the early twentieth century.
More tolerable and effective than previous painkillers, Bayer’s wonder drug became a cure applied to many illnesses and conditions. It reduced fevers, eased aches and pains, and caused fewer and less harmful side effects than pain medicines that came before it. Similarly to today’s opioid epidemic, doctors prescribed aspirin without fully understanding its effects and pharmacology. In the early twentieth century, It was not uncommon for patients to be prescribed grams of aspirin daily—<a href="https://www.nytimes.com/2009/10/13/health/13aspirin.html">up to a gram every three hours</a>, or over twice the maximum daily dose now considered safe.
It’s been <a href="https://www.sciencedaily.com/releases/2009/10/091002132346.htm?utm_source=hs_email&amp;utm_medium=email&amp;_hsenc=p2ANqtz-9cvV3ZaEZ_xz9u_Z7gktbdmANFtH3orCdPcfCZ1JG8qXuEK5OVuMvTcFjecUDtLqxt1jos">implicated as a cause</a> for high mortality rates during the 1918-19 Spanish Flu. High doses of aspirin can cause respiratory complications. Add a vicious flu virus to the mix and this pain-killing fever-reducing wonder drug may have resulted in thousands of excess deaths.
Today, AI is like an overprescribed medicine killing patients across the world. In this case, the patients are websites.
<h2>An AI Overdose: How AI Blog Content Kills Websites</h2>
We warned of the dangers of AI content over a year ago in our article “<a href="https://blackbeanmarketing.com/insights/why-chat-gpt-is-bad-for-seo-content-generation?utm_source=hs_email&amp;utm_medium=email&amp;_hsenc=p2ANqtz-9cvV3ZaEZ_xz9u_Z7gktbdmANFtH3orCdPcfCZ1JG8qXuEK5OVuMvTcFjecUDtLqxt1jos">Why Chat GPT is bad for SEO content generation.</a>” AI content generation is appealing to marketers and business owners alike. Content writers are expensive; AI like ChatGPT can produce serviceable content for free.
ChatGPT is just one tool of many. While it’s the most commonly known, it’s not the primary culprit for this AI overdose crisis. More specialized tools exist that generate content at scale. Configure topics, select keywords, develop a prompt, and hit “go.” Within a day, an AI content architect could spin up hundreds of posts.
There’s compelling evidence that some publishers employ AI tools that scrape the web—particularly sites like Reddit and Twitter—to generate articles on trending topics without any human input. The results can sometimes be laughable, like when <a href="https://www.engadget.com/redditors-troll-an-ai-content-farm-into-covering-a-fake-wow-feature-145006066.html">World of Warcraft players trolled publishers</a> by talking up a fictional new feature called “Glorbo” on Reddit. The trolling worked; AI content farms mistakenly produced articles hyping up Glorbo, an ill-defined feature that does not and will never exist.
<h3>AI is a like a toddler</h3>
<img loading="lazy" decoding="async" class="alignnone size-full wp-image-2832" src="https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/happy_baby.png" alt="" width="2500" height="1184" srcset="https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/happy_baby.png 2500w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/happy_baby-300x142.png 300w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/happy_baby-1024x485.png 1024w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/happy_baby-768x364.png 768w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/happy_baby-1536x727.png 1536w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/happy_baby-2048x970.png 2048w" sizes="(max-width: 2500px) 100vw, 2500px" />
Young children learn through mimicry. Monkey see, monkey do. The understanding part comes later. In this way, AI is like a perpetual toddler. Fundamentally unable to understand what it produces, or the prompts it’s given, generative AI mimics whatever it’s been fed as closely as possible. In our previous article on AI content generation, we highlighted how AI cannot produce unique ideas or perspectives, arguing this would be one way that AI content would fail to produce SEO results. Google cares about Expertise, Authority, and Trust. Toddlers typically lack in all three areas.
<h3>Google knows AI content is a problem</h3>
In the SEO world, there have been rumblings of a major shift in how Google handles AI content for some time. Right now, Google benefits from being perceived as the only game in town. Its internet search market share percentage is in the high 90s. But Google—and every other search engine—has a problem. Their primary product is getting shittier.
It’s debatable when “peak Google” occurred—the high-water mark in search results quality. Early Google Search was excellent compared to the mediocre offers on the market, but it was rudimentary compared to today’s index. We can be certain that today is not “peak Google.” <a href="https://gizmodo.com/google-search-results-are-getting-worse-study-finds-1851172943">Dozens</a> of <a href="https://mashable.com/article/google-search-low-quality-research">articles</a> across the <a href="https://www.surgehq.ai/blog/is-google-search-deteriorating-measuring-search-quality-in-2022">web</a> highlight how Google search quality is in decline. You’ve probably experienced that decline yourself. How often do you search for something only to be met with a first page full of affiliate link spammers and annoyingly insincere top 10 lists? Why does Forbes rank on the first page for everything from medical advice to “best bluetooth headphones for 2024?”
The reasons for Google’s search quality woes are complex. SEOs are to blame (sorry) for over-optimizing website content until it satisfies search engines over readers. The biggest brands and most profitable websites are the ones with the budget to run SEO campaigns to maintain or improve their rankings, but these giant websites aren’t always the ones that offer the best result.
AI sure hasn’t helped. A powerful and effective search engine cuts through the noise to find quality results. AI content generates exponentially more noise than ever before. One of Google’s major issues over the past year is that AI content generation for SEO worked. In too many cases, clearly templated or generated articles outrank legitimate, human written content.
Google knows it, so they’re doing something about it.
<h2>The March Algorithm Update: A Killing Blow for AI SEO?</h2>
In March 2024, Google dropped a major update. Some SEO experts believe it’s the biggest and most disruptive update in five years, on par with Google’s biggest updates ever. The update targets websites that employ a few low-quality or spammy tactics. While Google’s official release about the March update doesn’t exclusively focus on AI content—in fact, the phrase “AI” never appears in their <a href="https://blog.google/products/search/google-search-update-march-2024/">consumer-facing blog post</a> about it—it’s alluded to with references to content automation and low-quality experiences.
It can take months for the full picture to emerge after a major update like this one. What’s already clear is that the worst abusers of AI content generation felt the brunt of this update.
Early results point to catastrophic changes for websites over-reliant on AI content. <a href="https://www.searchenginejournal.com/googles-march-2024-core-update-impact-hundreds-of-websites-deindexed/510981/?utm_source=hs_email&amp;utm_medium=email&amp;_hsenc=p2ANqtz-9cvV3ZaEZ_xz9u_Z7gktbdmANFtH3orCdPcfCZ1JG8qXuEK5OVuMvTcFjecUDtLqxt1jos">A study by Originality.AI</a> found that hundreds of business websites have been delisted from Google since March 1. Of them, 100% used AI content. 50% used AI content for 90-100% of their posts and pages.
There are many thousands if not millions of websites still employing spammy AI tactics whose listings have not been removed. Hopefully, their webmasters are quaking in their boots. Google’s March update puts AI tricksters on notice: deliver value with your content or expect to face the consequences.
<h2>Should you be worried about your B2B website?</h2>
Fortunately, most people—including those who may have used AI content for some of their blog posts or pages—shouldn’t panic. The websites bearing the brunt of the blow are those with egregious content issues. Some of the delisted websites posted hundreds of articles a day, all of them AI generated. If your small business website has a few AI blog posts, it’s likely you won’t be significantly impacted.
With that said, it may be a good idea to remove AI content from your website. Despite our reservations, we’ve dabbled with AI content generation ourselves. The outcome, in most cases, was an article that didn’t perform. Even if it got clicks, it didn’t get engagement. Use tools like Google Analytics and Google Search Console to verify how your AI content performs. If it’s not performing exceptionally well, consider heavily revising or even deleting the post. Why expose yourself to risk if there’s no associated reward?
<h2>Will this update make Google un-shitty?</h2>
This is the burning question for both Google and its users. Google’s usefulness as a search engine is a primary revenue driver. While it’s hard to imagine another search engine dethroning Google any time soon, they can’t ignore the rising tide of bad content polluting their results.
In its blog post concerning the update, Google claims they will see a 40% reduction in low quality content in their results—kind of. Here’s the exact quote:
Based on our evaluations, we expect that the combination of this update and our previous efforts will collectively reduce low-quality, unoriginal content in search results by 40%.
When we break it down, they’re saying that the March update plus an unspecified number of previous updates over an unspecified amount of time will, combined, remove 40% of low quality or unoriginal results. So it’s a 40% improvement compared to when? How are they defining “low quality, unoriginal content,” and would their users agree with the definition?
A net decrease in the amount of spam content on Google can only be a good thing, but this algorithm update also isn’t a silver bullet. Many of the spam issues in Google results started long before AI content became an issue. So far, signs point to this being a general improvement compared to, say, six months ago. It’s not (yet) a return to Google’s golden age, whenever that may have been.
<h2>How Can AI be Used Safely for SEO?</h2>
Some bells can never be unrung. This is the case for generative AI. We live in the AI era; can it be used safely to create content or otherwise aid our SEO efforts? Or is it better to shelve it altogether when it comes to content?
There is a way to safely use AI to speed up content generation for your website. Rather than using AI as a writer, use it as a writing assistant. For example, here’s my process for writing blog posts with an AI helper:
<ol>
<li>Pre-plan my content. Combine keyword research with industry knowledge and customer research to identify topics that can rank well while providing value to readers. Generate a list of headlines to work from.</li>
<li>Turn those headlines into outlines. Create a bullet point outline of each article including potential subheadings and key points to hit on. At this stage, you may start using AI like ChatGPT as a sounding board. Maybe you need one more example for a list in your blog post; ask AI for a suggestion. Perhaps there’s a concept you need to write about that you’re not 100% clear on. Get a summary from AI to help you draft your outline—but be sure to do your own research using trusted sources to confirm! AI doesn’t know anything; while the information provided is generally “ballpark accurate,” AI can hallucinate (read: lie) very convincingly.</li>
<li>At this stage I have outlined documents for several blog posts. Time to get to writing! If your outlines are detailed enough, you only need to stitch together each bullet point to create an easy-to-read article. For this part of the process, AI becomes my writer’s block lifeline. Can’t come up with the right word? Paste the relevant bullet point into ChatGPT and ask it to generate some options. You’re probably not going to use its (often incredibly lame) suggestions, but you’ll probably get enough inspiration to get unstuck.</li>
<li>When I have a draft completed, I’ll have AI review it. It’s important to know the limits of AI; it’s not going to be a proper human review. It will tell you what you want to hear. Still, asking AI to identify areas of weakness in your article can lead to identifying more topics to include. It’s a nice way to double-check that you haven’t missed anything. As with using AI for basic research, be sure to verify its suggestions against reputable sources.</li>
</ol>
At no point in this process do I recommend wholesale copying and pasting of AI-generated text. While a single AI sentence, headline, or even paragraph within a human-written article is going to see your SEO penalized, it’s best and safest to commit to human writing with AI assistance.
<h2>Conclusion: AI’s frontier is almost settled</h2>
<img loading="lazy" decoding="async" class="alignnone size-full wp-image-2831" src="https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/storm_sunset.png" alt="" width="1921" height="848" srcset="https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/storm_sunset.png 1921w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/storm_sunset-300x132.png 300w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/storm_sunset-1024x452.png 1024w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/storm_sunset-768x339.png 768w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/storm_sunset-1536x678.png 1536w" sizes="(max-width: 1921px) 100vw, 1921px" />
The Wild West earned its name fair and square. Chaotic and often lawless, European settlement of the western frontier was a time of unregulated expansion. Like all things good and bad, it came to an end. Hectic frontier towns either vanished or expanded into civilized cities. The long arm of the law took some time to reach as far as the Pacific, but reach it did.
Today, the AI frontier is in the midst of its settlement. After a lawless first year, AI tools face more scrutiny from users, businesses, and governments alike. The awe that tools like ChatGPT were met with upon initial release is settling down. They say that in the Gold Rush, the people who sold picks and shovels were the only ones to make any money. As some early adopters of AI content creation are finding out, life on the frontier can prove perilous.
Over the coming months and years, the online world will find its equilibrium. The role of AI in our day-to-day lives is a certainty, but the extent of that role is still up for debate. For marketers, AI may not be the cure-all many hoped it would be in 2022.

Hundreds of businesses just killed their websites with AI

As we’ve preached in the past, there’s no singular silver bullet when it comes to SEO.
Your content is king, but what about your website speed? Accessibility scores? Backlinks?
One factor we’ve rarely discussed in the context of SEO is your brand. Branding is sometimes perceived as the softest discipline within the already-soft science of marketing. For many, it boils down to mere logo design or font selection. How can something as broad and ill-defined as a branding impact SEO?
<h2>The interplay between branding, click rate, and SEO</h2>
Google is an answer delivery system. For better and worse, and to varying degrees of success, Google prioritizes content that people want to see. How do they determine whether users want to see something?
A huge component of their calculation is click rate.
Click rate, or click through rate, or CTR, is a metric calculated by dividing impressions (views of your search listing) by clicks. If you receive 10 clicks on 100 impressions, your CTR is 10%.
Google uses this metric as a ranking factor. The search results page feels like a one-way street to users, but for Google data flows both ways. A page with a high click rate is a page that users want to see, at least in the eyes of Google. In fact, users can “game” their SEO in the short-term by artificially inflating their click rate—sending people to click on their listings obsessively. This is a bad idea—the boost won’t last as Google can determine when clicks are unnatural. But it proves the point that Google does care about whether people click on a result.
This is where branding impacts SEO. Recognizable brands experience significantly higher click rates than less recognized or unknown brands. As they receive more clicks relative to their position on the search page, they begin to climb the rankings. Popular brands also start generating their own traffic. Apple doesn’t just rank for keywords like “smart phones” and “laptops”. They generate about half their total traffic from terms like “iphone” and “macbook”—terms for which they have outstanding click rates.
It’s a feedback loop that results in big brands like Amazon and Best Buy dominating the top of the search page for millions of consumer search terms.
Conversely, lack of brand awareness has a significant cooling effect on SEO for small businesses. If you’re a small fish in a big pond, you must overcome a great deal of SEO inertia to outrank top brands in your industry—or find a keyword niche that they don’t dominate and claim it for yourself.
<h2>How to grow brand awareness</h2>
Growing your brand awareness can feel like an impossible task. It’s crucial to remember that for industrial brands, you need not become a household name. You’re not Coca Cola. In most cases, your target audience is relatively small and clearly defined. You need to create awareness among that specific audience. Here are a few ideas to grow brand awareness:
<ul>
<li>Collaboration and partnership with established brands. It’s never a bad idea to make friends. If you can find an established business in a related sector and publicly partner with them, you can leverage their strong brand to grow awareness for your own.</li>
<li>Community involvement. Particularly valuable for businesses with defined service areas, community involvement both increases local brand visibility and improves brand perception. Be targeted, aim for high visibility opportunities, and do your research. Align with community causes that your customers care most about.</li>
<li>Content marketing. Many businesses squeeze some content marketing into their marketing budget. This won’t move the meter. Go beyond monthly blog posts and work on publishing cool, informative, and highly valuable content. Especially in the AI age, blog posts are a dime a dozen. What about thorough industry reports, independent research, engaging videos and podcasts, and guest appearances on popular radio shows and web series? This is the kind of content marketing that grows brand awareness.</li>
<li>SEO. Ironic, isn’t it? Non-branded SEO can grow your website traffic, which puts your brand in front of more eyes. If your content is excellent, people will begin to perceive you as an authority. If they perceive you as an authority, their trust in you begins to extend to your brand in general.</li>
<li>Advertising. Whether online or in print, ads can get your brand in front of millions of eyes very quickly. Not all ads are created equal: find placements that work for your audience. Aim to inform or even entertain—you want to engage an audience, not bore or annoy them.</li>
</ul>
<h2>Tracking brand awareness</h2>
If you’re committed to growing your brand awareness, you’re going to want to track brand awareness!
There are a few ways you can do this. Monitor your website traffic and SEO performance. Create a metric like “branded search term rate” calculating the percentage of branded vs non-branded search terms each month. If your traffic grows and your share of branded search improves, it’s a good sign that more and more people recognize your brand. Look for an increase in direct traffic to your website as well. Direct traffic may imply greater brand recognition.
Watch for mentions in social media and the news. Set up Google Alerts to notify you when your brand gets mentioned across major news outlets. Use social media monitoring tools to track organic engagement and shares.
Finally, do some research! If you have the time or budget to do so, perform studies and polls of your target audience. See if they know your brand, and if so, what they think of it. There’s no replacement for first-party data, after all.
<h2>Make your brand work for you</h2>
Your brand should be an asset to your business. For too many companies in the industrial sector, it’s more of a distraction. A liability, in some cases! One of BlackBean’s fundamental beliefs about sales and marketing is that people buy from people they like. Your brand is an extension of you and your team. Make sure it represents you well.
In an industry that often discounts the value of branding, remember that its ability to impact your business is real and tangible. As more and more business in our sector gets done online, the importance of branding only continues to grow.

Want better SEO? Focus on brand awareness!

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