AI and SEO: The new rules for visibility and success

Search Engine Optimization (SEO) has changed significantly in recent years. Technologies like ChatGPT and Grok have played an important role in this. These technologies access web content in real time, thereby changing the way content is optimized.

By using artificial intelligence, we can create content faster and adjust it more precisely. Google has updated its SEO guidelines to accept AI-generated content as long as it provides clear value and does not aim to manipulate rankings.

But what does this mean specifically for your website or your online content in general? In this blog post, we take a look at how the SEO landscape has been changed by AI and which strategies you should apply to succeed in the new era of AI-powered search engine optimization.

Google has updated its SEO guidelines to account for AI-generated content. Until 2023, AI content was considered spam if it did not meet traditional quality standards. With the increasing development of AI technologies that can generate high-quality and helpful content, Google changed its stance.

Since March 2025, AI-generated content is accepted if it is of high quality and not intended to manipulate search rankings. The key criteria are expertise, experience, authority, and trustworthiness – the so-called E-E-A-T criteria (Expertise, Experience, Authority, Trustworthiness).

Google rewards not only the quality of the content but also the intent to provide users with genuinely useful information. This means that when creating content, you should focus more on value and user intent rather than solely concentrating on traditional SEO techniques like keyword stuffing.

Search engines like ChatGPT and Grok have access to the web and use real-time data to answer search queries. These AI-powered tools not only provide a simple text summary but also rely on traditional SEO practices to display the top results. For online marketing agencies, this means that it is crucial to optimize relevant keywords, prioritize the maintenance of high-quality content, and build authority through backlinks and reviews.

Especially important for success in AI searches is creating content that is understandable both for humans and machines. This means your content must be well-structured, with clear user guidance and structured data that can be easily interpreted by AI tools. Additionally, you should ensure that your website is user-friendly and contains regularly updated, fresh content.

An unexpected aspect of AI search optimization is the preference for fresh, locally relevant content. AI tools are increasingly favoring content that is current and locally relevant. This requires continuous updates and local SEO optimization, which contrasts with traditional SEO strategies that are often focused on static content. By regularly updating local keywords and relevant topics, you ensure that your content remains visible to AI search engines.

To remain visible in the AI-powered search engines of ChatGPT and Grok, you should focus on creating in-depth, authoritative content that conveys expertise. This means thoroughly addressing relevant topics in your field and demonstrating your expertise through case studies, blog posts, and detailed service descriptions. Additionally, it's important to regularly update the content with current information and relevant data.

Since AI search engines like ChatGPT also prefer locally relevant information, it is crucial to optimize your website for local search queries. Use local keywords, integrate your business into local directories, and ensure that your website is well-prepared for geographically targeted queries. A strong local SEO strategy helps you not only improve visibility in traditional search engines but also ensures that your content is correctly interpreted by AI-powered search engines.

Use schema markup and structured data to help AI-powered search engines find and interpret your content more easily. Structured data improves the visibility and ranking of your content, as AI tools can read it faster and more accurately. Ensure that your website is user-friendly and offers clear navigation and concise summaries that can be easily processed by both humans and machines.

The SEO landscape has changed significantly with the introduction of AI-powered search engines like ChatGPT and Grok. Google has updated its guidelines to accept AI-generated content as long as it provides real value and does not aim to manipulate rankings. For your website, online shop, and online marketing agency, this means you need to focus on creating high-quality, authoritative content that is understandable to both humans and machines.

Take the opportunity to optimize your website for AI-powered search engines by regularly creating fresh, locally relevant content, enriching your content with structured data, and ensuring that your content is accessible to both your target audience and AI tools. By implementing these strategies, you not only improve your Google ranking but also increase your visibility in the new AI search engines.

Contact us today to find out how we can align your online marketing strategy with the demands of the new AI-powered SEO landscape!