How Search Playbook Adapts to Fragmented Buyer Research Paths
Key Takeaways B2B buyers navigate 27 touchpoints across multiple platforms before making purchase decisions , requiring brands to establish visibility beyond traditional Google SEO Generative Engine Optimization (GEO) enables content to be discovered and cited by AI tools like ChatGPT and Perplexity through answer-first, structured content design Multi-platform visibility builds purchasing trust as a significant portion of customer interactions now occur outside brand-owned channels Modern search strategies must include social discovery platforms where a substantial percentage of Gen Z consumers begin product searches on TikTok rather than Google Strategic content repurposing across platforms creates the repeated visibility that transforms potential buyers into confident customers Modern Buyers Navigate Complex Multi-Platform Journeys The traditional search-click-buy journey has shattered into fragments. Today's buyers bounce between TikTok videos, ChatGPT queries, YouTube revie...