Traditional keyword-based SEO is becoming increasingly irrelevant. People are using AI-powered search engines like ChatGPT more and more as real conversation partners. Instead of typing isolated keywords, they ask full questions, as if they were having a dialogue.
For brands, this means content should no longer focus solely on individual keywords, but on complete questions and natural language across different types of content. Only in this way can AI systems understand your content and integrate it to provide relevant answers.
For companies, it’s time to rethink your SEO strategy and develop content that is conversational and human-centred, ensuring AI systems interpret and present your brand correctly.
Traditional keyword-based SEO is becoming increasingly irrelevant. People are using AI-powered search engines like ChatGPT more and more as real conversation partners. Instead of typing isolated keywords, they ask full questions, as if they were having a dialogue.
For brands, this means content should no longer focus solely on individual keywords, but on complete questions and natural language across different types of content. Only in this way can AI systems understand your content and integrate it to provide relevant answers.
For companies, it’s time to rethink your SEO strategy and develop content that is conversational and human-centred, ensuring AI systems interpret and present your brand correctly.
“It's not about getting people to your website, it’s about getting them to know and see your brand.”
With the rise of AI-driven search results and the emergence of zero-click searches, users often don't visit websites directly anymore. For brands, this means the focus is no longer solely on website traffic. It’s about brand visibility: being mentioned in AI-generated answers, providing trustworthy information, and leaving a positive impression.
The first step in the right direction is tracking: measuring where your brand is currently visible and how it performs compared to competitors. This allows you to take targeted actions to position your brand strongly within AI search tools.
The focus is shifting from clicks to brand recognition and trust. Brands that embrace this strategy remain relevant in a world where AI is increasingly dominating the search process.