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SEO in transition - how Google & AI are changing search

Google search is facing a fundamental change. AI-supported answers, new user expectations and changing search queries are causing classic SEO to be rethought. If you want to remain visible in the future, you need to adapt your content and structures. In this article, I'll show you how search behavior is changing, what this means for your website - and what concrete steps make sense now.

Why classic SEO is no longer enough

Google is evolving: instead of ten blue links, there are more and more direct answers, AI-generated summaries (SGE) and zero-click results. At the same time, tools such as ChatGPT, Perplexity & Co. are increasingly becoming a real Google alternative.

That means:

  • Fewer clicks on search results
  • More competition for "real" visibility
  • New forms of content are becoming more relevant (e.g. how-to, FAQs, semantically structured texts)


How user behavior is changing

People no longer just search for keywords. They ask questions, describe problems, look for recommendations or complete solutions.

Examples of change:

  • In the past: "wordpress seo plugin"
    Today: "How do I optimize my WordPress site for Google without programming knowledge?"
  • In the past: "graphic designer bern"
    Today: "Who can design a logo that suits my company?"

Conclusion: Search queries are becoming longer, more natural and more contextual.

 


Websites that want to remain visible must:

  • Answering questions (not just using keywords)
  • Building trust (EEAT: Experience, Expertise, Authoritativeness, Trust)
  • offer context-related content (not just individual terms)
  • clear structure (paragraphs, subheadings, semantic HTML)
  • remain relevant, even if users read the answer directly in the search result


What we need to do specifically - for successful collaboration

To ensure that your website remains visible in the future, you need content that delivers real added value. Together we can tackle the following points:

  1. Align content with user questions
    Develop content that solves problems and provides relevant answers.
  2. Semantically expand keywords
    Build keyword clusters together: Topics, questions, terms with context.
  3. Integrate FAQ sections
    Directly in the most important pages - specifically for featured snippets & voice search.
  4. Structure texts & make them easier to read
    With clear headings, bullet points and meaningful paragraphs.
  5. Making trust visible
    z.e.g. through references, customer testimonials or concrete results.
  6. Update existing content
    Check content for relevance and depth - and optimize it in a targeted manner.


Conclusion

SEO is becoming more complex, but also more exciting. It's no longer just about "being found" - it's about providing relevant answers to real questions. Those who invest today will remain visible tomorrow.

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