{"id":89279,"date":"2026-04-24T11:49:43","date_gmt":"2026-04-24T09:49:43","guid":{"rendered":"https:\/\/www.humanlevel.com\/uncategorized\/jose-emeterio-vicente-participa-en-innova-bilbao-hablando-de-encontrabilidad-b2b"},"modified":"2026-04-24T11:49:43","modified_gmt":"2026-04-24T09:49:43","slug":"jose-emeterio-vicente-speaks-at-innova-bilbao-on-b2b-findability","status":"publish","type":"post","link":"https:\/\/www.humanlevel.com\/en\/blog\/news\/jose-emeterio-vicente-speaks-at-innova-bilbao-on-b2b-findability","title":{"rendered":"Jos\u00e9 Emeterio Vicente participates in Innova Bilbao, speaking on B2B findability"},"content":{"rendered":"

Our R&D Manager, Jos\u00e9 Emeterio Vicente, was a speaker at Innova Bilbao<\/a>, a digital marketing conference on business creativity held on April 15, 16, and 17 at the Guggenheim Museum in Bilbao and organized by the newspaper El Correo.<\/p>\n

The event brought together innovation experts from our country from fields as diverse as digital business, new technologies, economics, communication, the internet, and entrepreneurship.<\/p>\n

A day full of talent<\/strong><\/h2>\n

Jos\u00e9 took the stage on Friday, April 17, to present “The battle for findability: B2B SEO beyond Google,” sharing the stage with Mario Picazo, Koldo Saratxaga, Javier Sainz de los Terreros, Susana Garc\u00eda, Inge S\u00e1ez, Lartaun de Azumendi, Ibon Landa, Joseba Etxebarria, Olga Llopis, Xos\u00e9 Castro, Julieta Bolillo, Anita \u00c1lvarez Cufari, Fernando \u00danales, Nuria Agirre, Oihane Dur\u00e1n, I\u00f1aki Parada, Eduardo V\u00e1zquez, Juanan Roncero, Roberto Carreras, Marina Hern\u00e1ndez, and Elena Guerra.<\/strong><\/p>\n

The institutional welcome was led by Amaia Ruiz<\/strong>, Commercial Director of El Correo, along with Javier Garcinu\u00f1o<\/strong>, General Director of Bilbao Ekintza; Susana Andr\u00e9s Gorgojo<\/strong>, Director of Companies at LABORAL Kutxa; and Olatz Goitia<\/strong>, General Director of Beaz.<\/p>\n

The battle for findability: B2B SEO beyond Google<\/strong><\/h2>\n

In his presentation, Jos\u00e9 showed how the B2B<\/a> purchasing process has changed radically<\/strong>. Previously, buyers would search on Google, visit websites, evaluate options, and contact a salesperson. Now, they ask ChatGPT directly, obtain a short list of recommended providers, and contact only those mentioned. If the AI doesn’t recommend you, you won’t even make it to the first call.<\/p>\n

RAG: the technology behind AI answers<\/strong><\/h2>\n

The presentation delved into the functioning of RAG (Retrieval-Augmented Generation)<\/a>,<\/strong> the technology that allows AI platforms to offer personalized and updated answers. RAG is evolving towards Agentic RAG,<\/strong> which is not satisfied with a single search. This system validates if the answers are sufficient, consults other sources, and cross-references data to respond with greater reliability.<\/p>\n

This is where the concept of query fan-out<\/a><\/strong> comes into play: a single user question can internally trigger multiple specific micro-queries before returning the answer. For example, if someone asks about “collaborative robotics integrators for assembly lines in Bizkaia,” the AI might be simultaneously searching for ISO technical specifications, companies in the Basque Country, video demonstrations, and integration plans.<\/p>\n

Being in the top 10 is no longer enough<\/strong><\/h2>\n

Jos\u00e9 shared revealing data about where Google obtains content for its AI summaries. In July 2025, 76% of citations in AI Overviews came from the top 10 search results. In March 2026, only 38% came from the top 10. The remaining 62% is distributed among positions 11-100 and pages that are not even in the top 100. YouTube already represents 18% of mentions outside the top 100 and has grown 34% in six months. The conclusion is clear: it is no longer enough to be in the top 10 of the main search. Companies must become an authority<\/strong> on topics associated with their main entities.<\/p>\n

\"Jos\u00e9<\/p>\n

The three layers of findability<\/strong><\/h2>\n

Jos\u00e9 structured his strategy into three fundamental layers:<\/p>\n