We wanted to get to know Jeanne Grunert (NAIWE’s Branding and Marketing Expert) better, so last month we sat down with her. Here are some thoughts she shared with us.
With the rise of Google AI Overviews and conversational search engines like ChatGPT, how should B2B companies shift their KPIs away from traditional organic click-through rates?
B2B companies should shift their KPIs toward AI visibility and influence metrics, because traditional organic click through rates collapse in an AI‑first search environment. The core shift is: stop measuring clicks; start measuring whether your brand appears, is cited, and shapes the AI-generated answer buyers read. And, of course, focus on what people actually do once they reach your website: engagement and conversation to leads.
Click-through is a poor measurement of success. It only measures (1) how many people saw your content and (2) how many were motivated to click-through to your website. What happens after they reach your website is the true measurement of success. Did they stay on the page and read what you have to say? (Engagement). Did they fill out a form or contact you? (Conversion to Lead).
AI search now answers something like 90% or more of most users questions. Impressions and click-through were always rather poor metrics; most marketers called them “vanity metrics” behind the scenes because they didn’t mean much for driving leads, but they did make people feel like their sites were at least being seen. Today, we focus much more on brand visibility in AI search and customer actions once they are on a website.
Today, the real indicators of success are:
- Brand visibility inside AI-generated answers
- Citation frequency and accuracy
- Whether your content influences the AI’s response
- What customers actually do once they land on your site
This is the new discovery landscape. AI is the first touchpoint; your website is the proving ground.
You talk about the changing nature of organic search. If search engines are summarizing answers directly, how does a freelance article writer change the way they structure a piece to ensure it still brings value?
In an era where search engines increasingly summarize answers directly, freelance writers need to shift from producing articles just to get clicks/traffic and to creating resources that search engines want to cite. This means structuring pieces so they open with a clear, direct answer that an AI overview can easily pull, then layering in deeper context, examples, data, and original insight that cannot be fully captured in a short summary. Writers should focus on intent‑driven organization, using clear headings and sections that map to the specific questions a reader might have. They also need to provide unique value through firsthand experience, expert commentary, or proprietary information, because AI cannot replicate those elements. The goal is to produce content that is compressible enough for a search engine to summarize, but rich enough that the summary still points back to the original article as the authoritative source.
I recommend testing and experimenting with a few different on-page SEO techniques:
- An executive summary, key takeaways, or similar technique that answers the AI question near the top of the article
- A table of contents or clear, skimmable outline for the AI search engines
- Short, chunky paragraphs with subheadings that help organize the content
Which one works best depends on what you’re writing and the website where you are publishing the information. I’ve found that consumer-focused articles (home, garden, health, how-to) work when you implement 1 and 3; for long-form content, 1 and 2 work great; and a combination of these and other techniques may work better for some sites than others.
Go back and update older content on your own website like blogs, case studies, and other materials, too. Sometimes that can help boost a piece that used to generate strong traffic and leads if it’s now gathering dust in the eyes of a search engine.
Google prioritizes experience and expertise. How can a generalist freelance writer pivot their personal brand to show deep “topical authority” so agencies will actually hire them?
Generalists will have a hard time gaining customers through organic search in today’s market. Even a generalist needs a niche. It may be the type of content they write (long-form articles, courses, sales materials) versus the topics they write about (education, technology, parenting) but they still must define who they are, what they do, and who they do it for or else they will get lost in today’s AI-driven world. Deep topical authority is built around areas of expertise. This develops based on a combination of factors scattered over a period of time and across many websites. Search engines including AI search engines gather data from myriad sources in a matter of seconds and form an opinion of your expertise from this data. Use what’s under your control to build your topical authority: build clear, consistent messaging on LinkedIn, other social media platforms, directory listings, and of course, your website, to develop topical authority. And, whenever you have a third-party byline, such as a byline on a site where you are published, use it to build your authority in your niche.
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Organic search has undergone an enormous change over the past several years, and it’s vital for independent writers and editors to update their approach to SEO to be found online. AI Overviews, zero click results, and generative search engines are reshaping how clients discover us, and traditional SEO tactics are no longer enough. For freelance writers and editors, this new landscape presents both challenges and opportunities.
This webinar is designed specifically for independent professionals who rely on their online presence to attract clients. You will learn how search has changed, why broad keyword ranking is no longer realistic, and what practical steps you can take to strengthen your visibility in 2026. We will cover how to position your niche clearly, optimize your website and service pages for modern search intent, create authority-building content that AI systems can easily interpret, and use platforms like LinkedIn to reinforce your expertise.
By the end of this session, you will know exactly how to adapt your marketing strategy to today’s search environment so clients can find you, trust you, and hire you.
You can join in this conversation on October 15 at 2:00 pm eastern, when NAIWE will host a discussion on the organic search and how editors and writers can use it in their marketing efforts. The cost for NAIWE members is only $10! Nonmembers can join for $30. Register today!
Jeanne Grunert is the president and founder of Seven Oaks Consulting, a business-to-business content marketing agency. She is an award-winning writer and direct marketing expert with over 30 years of writing, marketing, and business experience. Prior to founding Seven Oaks Consulting, Jeanne led marketing for divisions of McGraw-Hill Education, Teachers College Columbia University, The College Board, and retail, publishing, and financial service companies in the New York City area. Known worldwide for her exceptional leadership and communication skills, Jeanne works seamlessly across cultural and corporate barriers to achieve outstanding results. She holds an M.A. in writing and an M.S. in direct and digital marketing (awarded with distinction) from New York University, as well as certifications in social media marketing, content marketing, and adult education. Originally from the New York City area, Jeanne currently resides with her husband, John, and many pets on a 17-acre farm in rural Virginia. When not leading marketing teams through her work at Seven Oaks Consulting, she enjoys gardening, reading, cooking, and writing mystery novels.
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