TL;DR
AI Overviews are replacing traditional search results with summarized answers. AI Mode will only deepen that shift as it becomes more widely adopted. Keyword‑first SEO is losing power. To stay visible, your content must reflect real buyer questions and sales calls hold that insight.

At Google I/O, Google made it official: AI Overviews are changing the rules of search.

Summarized answers are now replacing traditional results. In markets like the U.S. and India, they’re already driving a 10% increase in search activity for the types of questions that trigger these AI results.

That doesn’t just change how content is displayed. It changes how it gets chosen. If your content doesn’t help AI answer real user questions, it won’t appear.

Which means keyword volume and competitor content gaps are no longer your most reliable inputs. To stay visible, you need to create content that reflects real customer language and intent.

As Eli Schwartz put it in his recent post-I/O analysis:

“The answer to these changes will be Product-Led SEO… built around users, not keywords.”
— Eli Schwartz

That shift isn’t theoretical. It’s tactical. And for B2B companies, it starts with tapping better inputs. Start with the people talking to your audience every day, not just with what a tool suggests.

An Overlooked Input: Your Sales Conversations

Your SEO strategy shouldn't rely solely on search data or editorial brainstorms. Some of your strongest content signals come from:

• Questions raised during sales or onboarding
• Problems surfaced in support tickets or live chat
• Gaps revealed during demos or implementation

These interactions reveal where your buyers are confused, where your messaging breaks down, and what use cases are missing from your site.

“Mining sales calls and support tickets is the most underutilized content research method in B2B SaaS.”
— Michael MacMillan, SEO in 2025

Sales calls aren’t the whole strategy. But they are a critical input in an AI-powered search landscape that rewards context, clarity, and utility.

A Smarter Approach to Insight-Led SEO

If you want your content to show up in AI Overviews, don’t start with keywords. Start with buyer insight.

1. Connect with sales and Customer Success teams: Align regularly to surface repeated questions, misconceptions, and objections.

2. Review a variety of customer touchpoints: Calls. Emails. Chats. Anywhere buyers express problems in their own words.

3. Use that input to inform content strategy: Build pages, articles, and product content around the gaps your buyers keep flagging.

4. Then apply search data for structure and scale: Use tools to shape topics and formats, but let customer language lead the way.

Sales conversations aren’t the source of truth. But they’re one of the richest signals you already have and they’re almost always underutilized.

What This Means for Marketing Leaders

AI Overviews aren’t just a new feature. They’re a new filter.

Content that’s vague, generic, or disconnected from buyer language will be flattened by AI systems trained to find the best answer, not the most optimized one.

To build SEO that holds up:

• Pull insights from real customer conversations
• Prioritize clarity and context over clever headlines
• Let search data validate, not dictate, your content decisions

Because content that reflects real user problems is exactly what Google is now lifting to the top.