AI-powered search drives LinkedIn’s B2B awareness traffic. Across all subheadings, non-brand visits fell 60 percent even as levels remained stable, the company said.
- LinkedIn is passing the old model of “search, click, website” and embrace a new framework: “Seen, talked about, viewed, chosen.”
In numbers. In a new article, LinkedIn said its B2B organic growth team has begun researching Google’s Search Generative Experience (SGE) in early 2024. By early 2025, when SGE transitioned to AI Overviews, the impact was huge.
- Non-product, awareness-driven traffic decreased by up to 60% for a subset of B2B topics.
- Rankings have remained stable, but click-through rates have decreased (by an undisclosed amount).
Yes, but. LinkedIn’s “new learning” is like a review of established SEO/AEO best practices. Here’s what LinkedIn’s content standard guidelines consist of:
- Use strong headlines and a clear information section.
- Improve the semantic structure and accessibility of the content.
- Publish authoritative, fresh content written by experts.
- Move fast, because the first movers get the edge.
Why do we care. These strategies should all sound familiar. These are technical SEO and content quality basics. The LinkedIn article offers little new information about tactics. Recently updated packaging for modern SEO/AEO visibility and AI.
Celebrate deeply. How to get ready for AI search: 12 proven LLM visibility strategies
The ratio is broken. LinkedIn said its biggest challenge is the “black” funnel. It cannot measure how the visibility of LLM responses affects them in the end, especially if the discovery happens without a click.
- B2B LinkedIn marketing websites have seen triple-digit growth in LLM-driven traffic and can track conversions from those visits.
- Yes, but: Many websites are also seeing triple digit growth (or more) in traffic driven by LLM. Because it is an emerging channel. That said, this is still a small amount of overall traffic right now (1% or less on most sites).
What LinkedIn does. LinkedIn has created an AI Search Taskforce that includes SEO, PR, planning, product marketing, brand, paid media, social, and brand. Key actions included:
- Correcting incorrect information that appeared in AI responses.
- Publishing new content that is optimized to appear productive.
- It evaluates LinkedIn (social) content to verify its potential for AI discovery.
Does it work? LinkedIn said early tests produced a meaningful increase in visibility and citations, especially for its own content. At least one external data point (Semrush, Nov. 10, 2025) suggested that LinkedIn has a structural advantage in search AI:
- Google AI Mode identified LinkedIn in about 15% of responses.
- LinkedIn was the #2 most cited site in that dataset, behind YouTube.
An incomplete story. The LinkedIn article is an interesting read, but it’s light on specifics. Missing details include:
- Direct title set after drop “up to 60%”.
- Exactly how much click rates are “smoothed out.”
- Sample size and time.
- How the “industry wide” comparisons were calculated.
- What tests were done, what motivated the quote sharing, and how much.
Bottom line. LinkedIn is right that visibility is the new currency. However, it hasn’t shown enough data to prove that its new playbook is noticeably different from doing other SEO basics (yes, SEO).
LinkedIn article. How LinkedIn Marketing is Adapting to AI-Led Acquisitions
Search Engine Land is owned by Semrush. We are committed to providing the highest quality of marketing articles. Unless otherwise stated, the content of this page is written by an employee or paid contractor of Semrush Inc.
