In recent years, artificial intelligence (AI) has developed at an extremely rapid pace, and it is fundamentally changing the way we browse and search for information. Classical search engines such as Google and Bing (to name just the most popular ones) are now increasingly being complemented, and even partly replaced, by AI-based assistants such as ChatGPT, a Gemini (formerly Bard) or the Microsoft Copilot. These tools offer a new conversational search experience that will radically change the way users interact with and view websites.
But what does this mean for website owners? The answer is: new challenges - but just as many new opportunities.
The logic and limitations of classical search
For many years, traditional search engines have been the central tool for finding information. A user enters a keyword or phrase and the system returns a search engine results page (SERP) that displays the presumably most relevant websites, including Their SEO optimisation based on.
However, this method requires several steps on the part of the user:
- The user must click on the results,
- often have to browse through multiple pages, advertisements or even irrelevant content,
- and only then can you get the information you need.
This process can be time consuming, especially on mobile devices or on the move.
What do AI-based assistants offer?
AI-based search tools like ChatGPT, Gemini or Microsoft Copilot take a completely new approach. Instead of simply listing links, they generate text responses that combine, summarise and interpret information from different sources. The user can ask questions in natural language, and AI:
- gives an immediate, clear answer to a specific question,
- summarises the different points of view,
- often indicate the sources from which the information is drawn.
This is not only faster, but also more convenient - especially when searching on mobile or voice.
How is user behaviour changing?
AI-enabled search brings not only technological but also behavioural changes:
- Fewer clicks: The answer is often already in the search engine, in a summary, so you don't need to go to additional pages.
- More natural questions: People don't type in keywords, they type in complete questions (e.g. "How will AI revolutionise web searches?").
- Dialogue form: Search is becoming more of a conversation - we see AI as a partner, not a database.
This also means that users often no longer encounter web pages directly, but only information summarised by AI, resulting in fewer page views.
How will the role of SEO change in the AI era?
One could legitimately ask: is there still a point in doing search engine optimisation (SEO)? The answer is yes, but not quite in the same way as before.
1. Content depth and context
AI doesn't (just) look for keywords, it looks for meaningful, in-depth answers. Recognising user intent is key. AI-based systems give preference to content that:
- thorough,
- well structured,
- credible,
- written in natural language.
2. Well structured pages
While it was still important to have the right structure for search engine optimisation in the traditional search engine optimisation days, this has become even more important with the rise of machine learning. In fact, AI models understand data better when it is presented in a well-structured form (e.g. a hierarchy of headings).
3. E-E-A-T principle (Experience, Expertise, Authoritativeness, Trustworthiness)
Google and other AI assistants are increasingly taking into account who the credible sources. Reliable, expert content, with author profiles, sources, external links, can be a priority for response generation.
4. Source citation option
The various AI assistants and Google SBU (Search Generative Experience) often display where the answer they give comes from. This means that if your website is informative, well-structured and AI-friendly, chances are it will appear in an AI response as a resource - which could bring in new visitors.
What can you do as a content provider?
The following guidelines will help you keep your website relevant and visible in the AI-mediated search experience:
- Don't just use keywords - answer questions!
Create content that solves real problems. - The content should be informative, accessible, yet sophisticated.
Avoid generalities and aim for originality and professionalism. - Show your expert credibility!
Provide author information, link to trusted sources, build your brand, professional profiles.
To sum up, AI is not the enemy, it is an opportunity.AI is not the end of SEO - it is the next step. Websites that provide real value and are able to adapt to new search formats can achieve greater visibility and reach than before.
The key is in adaptation: those who recognise that people are no longer (just) searching, but talking to algorithms, will be able to tailor their content to reach their target audience - either directly or through AI.
What to do in practice
If you don't already have a content strategy, now is the time to think about it. Don't just cater to Google and the other search engines, appeal to your readers! AI will find what's worth highlighting anyway.
If you want help on how to create AI-friendly content or how to adapt your website to new search trends, contact me, Evolve To Web will help you achieve your goals!
