SEO in the age of AI: how to find your way

Artificial intelligence is reshaping the way we search for information online.
With tools like ChatGPT, Google AI Overviews and Perplexity, we no longer always go through the classic “10 blue links” on a search results page.

For website owners, this raises a key question: what does SEO look like in the age of AI, and how can you adapt?

How AI changes search behaviour

For years, the pattern was simple: a user types a query into Google, scans the results and clicks on a link.
Now, several things are happening:

• Google sometimes provides AI‑generated summaries at the top of the page
• Millions of people ask questions directly to conversational AIs like ChatGPT
• New players such as Perplexity, Claude or Gemini aggregate content and answer in natural language

This can reduce traffic for basic, highly generic queries (definitions, very simple “how to” questions).
But it also creates new opportunities for specialised, in‑depth content.

What AI is good at – and where humans still win

AI systems are excellent at:

• Summarising common knowledge
• Explaining simple concepts
• Generating “average” content based on what already exists

They are much less strong at:

• Sharing personal experience and concrete case studies
• Giving opinionated recommendations tailored to a specific context
• Taking responsibility for a business decision

That is where your content can stand out: by being specific, expert and grounded in reality, rather than generic.

How to adapt your SEO strategy

Here are a few key directions I recommend to my clients:

1. Target deeper, more precise topics
   Instead of trying to rank for “SEO definition”, write about specific use cases, niches or audiences.

2. Show your expertise and point of view
   Use real examples, numbers, screenshots and client stories.
   AI struggles to reproduce this level of specificity credibly.

3. Invest in content quality over volume
   Publishing 50 generic articles generated by AI will not build a strong brand.
   Publishing 10 well‑researched, well‑designed pieces will.

4. Work on brand and reputation
   In a world where many pages look similar, people tend to trust names they recognise.
   Think beyond Google: newsletters, podcasts, social media, partnerships…

5. Keep your site technically flawless
   Fast, secure and accessible websites remain a prerequisite, regardless of AI.

AI as a tool for creators

AI is not only a competitor; it is also a powerful assistant:

• To brainstorm ideas and outlines
• To rephrase or simplify complex passages
• To help with keyword research and content planning

Used intentionally, it can save you time while letting you focus on strategy, positioning and creative decisions.

Conclusion

SEO in the age of AI is not dead; it is evolving.
The winners will be those who:

• Understand how search behaviour is changing
• Publish content that provides more value than an AI summary
• Build a recognisable brand and strong user experience

If you want to rethink your acquisition strategy in this new context, I would be happy to help you design a future‑proof website and content plan.