SEO (search engine optimization) is the process of making a website more visible in the organic search results of search engines like Google. It involves optimizing content, technical aspects, and backlinks so that the site is easier to find, understand, and trust—both for search engines and for the people conducting searches. The goal is to attract more relevant visitors without paying for every click.
Part 1: Traditional SEO
Traditional SEO is about making your website visible in search engines like Google and Bing. It’s the foundation on which everything else rests, including visibility in AI search, which we’ll cover in Part 2. Here, we’ll go over the basic principles, advanced techniques, and strategies that improve rankings in organic search results.
SEO for Beginners
Let's start by laying the foundation of your SEO knowledge by reviewing the most basic concepts, techniques and strategies. Even small improvements to these SEO basics can have a big impact.
If you want a deeper insight into SEO than this guide can give you, you can get a copy of our new SEO book. In over 100 pages, the book gives you a solid insight into what it takes to succeed with SEO.
Introduction to search engines
To become a good SEO specialist, it's important to first understand how search engines like Google work and how they deliver results to users.
When a search term is entered, the search engine crawls its index and matches the search term against relevant web pages. Out of the matched pages, the algorithm ranks them based on many different factors and displays the top ranked ones at the top.
The largest search engine on the Danish market is Google with a market share of 95 % according to StatCounter. Search engine optimization is therefore in practice Google optimizationand the process of optimizing a website is based on Google's rating criteria.
The same trend holds true across most of Europe, Africa, Asia, and South America, with very few exceptions. In China, Baidu has a market share of 73 %, and in Russia, Yandex has a market share of 49 %. In North America, Google has a market share of 90 %, while Bing has about 9 % (Microsoft, the company behind Bing, claims that its market share is 33 %).
If you compare the search results on Google and Bing, you'll notice that they are different. In other words, the search engines' ranking criteria are not identical. However, the correlation between the criteria is high and it is hardly worth optimizing a website separately against Bing, considering the search engine's small market share.
Other types of search engines
In addition to the traditional search engines, there are a number of niche search engines based on different types of niche content. Google offers Google Images, Google Videos, Google Maps, Google News, Google Books and Google Scholar.
Search engine optimization can also be targeted at niche search engines such as Google Images and Google Maps, where, despite having less overall potential than traditional search engines, valuable visibility can still be achieved.
There are also a number of commercial search engines, such as YouTube (videos), Amazon (products), PriceRunner (product comparisons), Trivago (hotels), and Bilbasen (cars). Although there are specific strategies for optimization on these platforms, a more in-depth discussion is beyond the scope of this book.
At the same time, AI-based searches on platforms such as ChatGPT, Perplexity, and Claude are gaining ground and are expected to take over a portion of the search traffic from traditional search engines. To ensure visibility in these AI-driven search results, it’s advisable to apply principles from classic search engine optimization and adapt them to the new context, both now and in the future.
Search results
A distinction is made between organic search results and paid search results. Organic search results (also called SEO results) are the actual search results. These are typically text-based, but may be supplemented by a small image, a rating (in the form of yellow stars) and other information in keyword form.
Paid search results are ads (the financial lifeblood of search engines) that can be purchased through Google Ads and Bing Ads. Paid results can take the form of text ads and image ads (so-called shopping ads) as shown in the image below.
Google shows paid search results above and below the organic search results on commercial searches. Google also shows ads in Google Images and Google Maps. Pretty much the same applies to the search engine Bing, which has a slightly different layout.
When you work with SEO, you only work with organic results. Many supplement this with the purchase of paid search results to maximize visibility and often improve cost-effectiveness (more on this at the end of the next chapter).
Positions and click-through rates
Din position (ranking) in search results has a big impact on Click ratesThis is the percentage of searchers who click through to your website. We have analyzed 11.39 million Danish Google searches across 5,828 different keywords to determine the average click-through rate for each position on Google. Positions 1-10 are search results on page 1.
According to the analysis, which mirrors similar international studies, the majority of Google users click on positions 1 through 5 (the top five search results). In other words, the value lies at the top of Google. On average, moving from position 2 to 1 results in more than five times as many visitors to the website as moving from position 20 to 5.
That doesn’t mean you should always strive relentlessly to achieve the No. 1 position for a given search query. In many cases, the competition is so fierce that it would require an unreasonable amount of SEO resources, and you’re likely to see better returns if you focus on lower rankings or on achieving a good ranking for a less competitive search term.
As a side note, it is possible to achieve multiple positions on the same search, but this usually only occurs for so-called branded keywords (i.e. keywords that include your company name or one of your product names) and for keywords with very low competition.
What is SEO and why is it important?
SEO stands for "Search Engine Optimization" and refers to the process of increasing the visibility and ranking of a website in non-paid, organic search results.
Why is SEO important?
- Over 50 % of all website traffic comes from organic search results.
- The higher the ranking, the more traffic. For example, the #1 result appears in twice as many searches as #2.
- SEO traffic has a higher conversion rate than paid traffic.
- SEO increases credibility and brand awareness.
- SEO is a long-term strategy that builds domain authority over time.
In short, SEO is an effective way to drive relevant traffic and generate leads for a website, and for most businesses with online ambitions, it’s an effort worth prioritizing.
Search engine ranking factors
Search engine algorithms use hundreds of different factors to determine the order of search results. Here are some primary ranking factors:
On-page factors:
- Keyword optimization - using keywords in title, URL, headings, content. Read more in our on-page SEO guide.
- Content quality and readability.
- Mobile-friendliness and speed.
- Internal links and navigation. Read about internal links in SEO.
- Metadata. See our introduction to metadata.
Off-page factors:
- Quality links and domain authority. Learn about link building.
- Social media, shares and links. See our guide to social media and SEO.
- Positive reviews and mentions.
- Brand awareness and trust.
User experience:
- Click-through rate and dwell time on page. See the How to increase your CTR.
- Bounce rate. Learn about bounce rate optimization.
- Conversion rate. See our guide to conversion optimization.
By optimizing both on-page and off-page factors, you can achieve better rankings in search results.
SEO mistakes to avoid: 5 common misconceptions
There are many pitfalls you can fall into when working with SEO. Some of the most common misconceptions and mistakes you can make are:
- Thinking that SEO is not important: Many people mistakenly believe that SEO is not that important anymore because many search engines today also take other factors into consideration when ranking websites in search results. But while this is true in some cases, SEO is still an important factor that can have a big impact on how well your website performs in search results.
- Focusing too much on keywords: Choosing relevant keywords and phrases to optimize your website for is important, but it's also important to remember that the content on your website should be of high quality and relevant to the searches. If you focus too much on keywords and forget to think about content and usability, you risk scaring your visitors away and having a negative effect on your ranking in search results. Therefore, you should always remember to balance keyword optimization with content quality.
- Overdoing keyword optimization: It's important to incorporate keywords and phrases naturally into your website content, but if you overdo it and stuff your content with too many keywords, it can appear unreliable and contrived. This can have a negative effect on your ranking in search results.
- Ignoring technical SEO: It's not just the content of your website that affects your ranking in search results. Technical things like website structure, navigation, speed and so on also matter. If you ignore these things, your website's ranking can suffer.
- Not following up on results: It's important to measure and track progress with SEO to see what's working and what might need to be adjusted. If you don't follow up on the results, you won't be able to see if your SEO efforts are having the desired effect, nor will you be able to make the necessary adjustments.
Avoiding these common misconceptions and mistakes will put you on the road to optimizing your website and improving your search rankings. Remember that SEO is an ongoing process, so always be mindful to measure and track progress and don't be afraid to adjust your strategy if needed. SEO can be a challenging discipline, but with the right knowledge and effort, you can see positive results and attract more visitors to your website.
On-page optimization
On-page SEO is the optimization of factors directly on the website itself to improve search engines' ability to understand and rank content.
The most important areas of on-page SEO:
- Titles - Include important keywords early in the title tag and keep them unique and descriptive. Read our title tag SEO guide.
- URL structure - URLs should be SEO-friendly with keywords and readable for users. See this guide to SEO-friendly URLs.
- Headings - Use headings and header tags (H1, H2 etc.) to structure content. Read more about header tags in SEO.
- Caption - Add descriptive alt and title text to images. See our SEO guide for image optimization.
- Content – Create unique, valuable content with a focus on keywords.
- Internal linking - Link logically between related pages and content on the site. See more about internal links in SEO.
- Call-to-action - Encourage visitors to convert with CTAs. See our guide to call-to-action buttons.
On-page SEO is the foundation of any website and should be a high priority. Even small improvements here can have a big impact on visibility and results.
Off-page optimization
Off-page SEO involves factors and activities outside of the web page itself that can affect search ranking. This includes:
- Link building - get links from other websites to increase domain authority. See our complete link building guide.
- Social media - share content on social platforms to build links and brand awareness. Read more about Social media and SEO.
- Reviews – positive reviews and testimonials from customers.
- PR and brand building - publicity, features and writing about your brand and products. Read our PR guide for businesses.
- Local SEO - optimization to rank in Maps and local searches. See our local SEO guide.
Off-page factors help increase a brand's credibility, exposure and domain authority. It's an important part of any complete SEO strategy.
Keyword analysis
Keyword research is central to all SEO. Without understanding what users are searching for, it's impossible to optimize content specifically to rank.
The key steps in keyword analysis:
- Keyword identification - create a list of relevant keywords and phrases based on your business. See our guide to keyword analysis.
- Search Volume – Find data on the monthly search volume for each keyword.
- Difficulty – Estimate how difficult it is to rank for the keyword.
- Competitor analysis - see which sites perform well for your focus keywords. Read about Competitor analysis in SEO.
- Purchase intent - identify commercial keywords with high conversion potential.
With the right keyword data, you can prioritize the most effective words and phrases to optimize for. Keyword analysis is a continuous process as search trends and volume are constantly changing.
Measurement and tracking
To assess the effectiveness of your SEO efforts, measurement and tracking is a necessity. Here are some tools for SEO reporting:
- Google Analytics - integrate on site to track traffic, behavior and conversions. See our Introduction to Google Analytics.
- Google Search Console - get data on indexing, clicks and rankings for keywords. Learn more about Google Search Console.
- Rank tracking tools - checks ranking in search results, e.g. SE Ranking or RankRanger.
- SEO reports - automated SEO reports and monitoring. See for example Botify or SE Ranking.
The most important SEO metrics to track:
- Organic traffic.
- Keyword rankings.
- Click-through rate (CTR). Get tips for to increase CTR.
- Conversion rate. Read our Conversion rate guide.
- Dwell time and bounce rate. See how to reduce bounce rate.
Review reports and data regularly and adjust your SEO strategy for optimal impact. Measurement and iteration are key to SEO success.
Now you have a solid foundation in basic SEO concepts and techniques. Let's build on top with more advanced strategies and tools.
The 8 steps to SEO success
In its simplicity, a successful SEO effort can be summarized in eight steps that are closely related to the four action areas shown in the diagram below. Below, I've created a powerful 8-step SEO action plan that you can use as a starting point for your company's SEO efforts.
The action plan should be adapted to your business based on initial analysis so that you use your resources where they are most needed. For example, you may have a strong technical foundation but lack relevant content that needs to be prioritized above all else.
1. Do a technical analysis (month 1)
Google automatically indexes your website, which means that Google automatically collects information from your website in order to display it in search results. However, there may be technical issues that prevent Google from indexing your website optimally.
Make one technical analysis and correct any errors. An easy shortcut, if you're not too ambitious, is to search for site:ditwebsite.dk on Google. Google then returns all indexed pages on your website. If the number matches the actual number of pages, you know that Google can index your pages.
Next, search for selected text snippets from your website enclosed in quotation marks. If Google can find those snippets, you know that Google can index your content. If Google can index your pages and your content, the basic technical foundation is in order. However, that doesn’t rule out opportunities for optimization.
2. Do a keyword analysis (month 1)
The foundation for successful SEO is knowing your target audience's search habits on Google. Both because it provides insight into what content can attract and engage your target audience and because it provides insight into what content has the greatest economic potential.
Make one keyword analysis. The analysis results in a list of business-relevant keywords. For each keyword, the analysis shows what is most searched for (i.e. what content can attract the most potential customers to your website) and what your current visibility is (i.e. where you have a strong foundation).
There is no easy shortcut to keyword research. Writing content blindly without a solid understanding of the target audience is like throwing money out the window.
3. Choose your focus areas (month 2)
The task of making your website visible on the keywords in the keyword analysis starts with grouping the keywords into a number of landing pages. A landing page is a page on your website that is optimized for one or more related keywords. In some cases, you probably already have a relevant page that you can work on, and in other cases the keywords require the creation of a new page.
One landing page can be optimized for multiple keywords if the keywords are related (for example, 'paleo', 'paleo food' and 'stone age food'). If the keywords are not related (e.g. 'company cars', 'family cars' and 'airbags'), you'll get more out of optimizing an individual landing page for each keyword.
Choose a limited number of landing pages to work with so you have the resources to work with content, links and user signals. Choose pages based on three criteria:
- It is realistic for you to achieve keyword visibility.
- The keywords have a high search volume, meaning they can generate traffic to the site.
- It's valuable for your business that the target audience sees the page.
4. Write titles and descriptions for the pages (month 2)
Write a title tag and a meta description for each landing page. A title tag is a short headline that appears as a blue link on Google. A meta description is a short description that appears below the title. Read more about title tags and meta descriptions.
The title and description should summarize and create interest in the page content. They have a big impact on the page's ranking on Google and on the click-through rate, i.e. how many of the users on Google click on your website.
5. Write texts for the pages (ongoing)
Write one text for each landing page. As a general rule, the text should be longer than the text your competitors have on their corresponding landing pages. Do a Google search for the main keyword you are optimizing the landing page for to find out how long the text on your competitors' landing pages is.
The text on the landing page should be written based on the keyword(s) you have associated with that landing page. A 500-word text should contain the main keyword 8-12 times and related keywords 1-6 times. A 1,000-word text should contain the keywords slightly more times.
The main keyword must be included in the text main headline. Include keywords in a natural way and use inflections and synonyms as needed. On product pages, it's a good idea to include information about the physical characteristics of the product (size, shape, materials, colors, design, etc.) in the body text.
6. Get someone to link to the pages (ongoing)
The most important factor for how high landing pages are ranked in search results is the quantity and quality of leftthat point to the pages. An inbound link can be seen as a recommendation of your website, and links therefore give Google a strong indication of how good and relevant the pages are.
Build links to our pages guide on link building. In the past, the goal was to get as many inbound links as possible, but this approach to link building has little to no value now. Instead, it's necessary to focus on getting links from relevant pages that are thematically similar to the pages you want to build links to.
Links can be built through guest blogging, outreach to networks and industry associations, outreach to partners (manufacturers, suppliers, retailers, etc.), sponsorships, press releases and content marketing.
7. Optimize user signals (ongoing)
User signals is a term for the behavior patterns on your website that are included in Google's ranking criteria, i.e. that Google uses to determine your website's position in search results. This can include both user behavior on the website itself and user interaction with your website on Google.
For example, if a user clicks on your website on Google but returns shortly afterward and clicks on another website, this is a clear indication to Google that your website is not relevant to the user for that specific search, and if many users exhibit the same behavior, your website will be ranked lower.
Optimize user behavior on your website based on our guide on user signals. The optimization will typically involve a combination of conversion optimization and content optimization, including the optimization of title tags and meta descriptions, with the aim of improving, among other things, Click rates, session duration and the rejection rate.
8. Evaluate the work (ongoing)
Follow up on efforts and evaluate whether your actions are having the desired effect. Without ongoing evaluation, you have no way of knowing if you're spending your time and money wisely. Remember that SEO is a long-term process and you can only make a fair assessment of your work after at least six months.
The evaluation should be based on the metrics and objectives included in the strategy you established in the initial phase. The evaluation can include financial, tactical and operational goals, and goals should be adjusted along the way if necessary to ensure they are always achievable and realistic.
If you work with an SEO agency, you should require monthly evaluation of both deliverables and results achieved. Good tools for evaluation are Google Search Console and SEMrush. Read more about Evaluation of SEO.
SEO for Advanced Users
In this section, we dive into more advanced and tactical SEO. By mastering these techniques, you can really maximize your online visibility and traffic.
Technical SEO
Technical SEO is the optimization of the underlying code and structure of a website for better performance and search engine friendliness.
Some technical SEO best practices:
- Mobile friendly - ensure a fast, responsive site across devices. See more in our mobile SEO guide.
- Fast loading time – reduce images, requests, and plugins that slow down the site.
- Clean code - validate HTML, remove dead links and duplicate content. Read more about Dead links in SEO.
- SSL security - install an SSL certificate and enable HTTPS. See our SSL certificate guide.
- Link structure - create a logical internal link structure between relevant pages. Read more about internal links in SEO.
- Server Configuration – Enable caching, compression, and CDNs for fast delivery of assets.
- XML sitemaps - send search engines a sitemap of all pages. Learn how to make a XML sitemap.
Technical SEO requires regular maintenance and monitoring, but offers great improvements in ranking and user experience.
Content marketing
High-quality content is one of the most important factors for successful SEO today. Here are some tips for creating effective SEO content:
- Keyword-based – optimize your content for the topics and keywords your users are searching for.
- Add value—focus on informing, inspiring, and helping the reader. Share your expert knowledge in your field.
- Engaging – write clearly and concisely, and use visual elements to improve readability.
- Internal links - link naturally to related content on the site to keep the reader reading longer. Read more about internal links in SEO.
- Update regularly—old, outdated content is penalized by Google. Keep it fresh.
- Unique content – avoid copying or reusing old content. Everything should be 100% unique.
- Length – longer content often performs better, but make sure it has a good structure and is easy to scan.
Remember, Google focuses on quality over quantity. Make sure each piece delivers solid value to the reader.
Link building
Link building is about getting links from other websites to your own to build authority and rankings.
Effective link building techniques:
- Guest Blogging – Write content for publication on relevant blogs in your field.
- Expert opinions - get quoted in articles as an expert on your topic.
- PR outreach - pitch stories to journalists and get coverage. See our PR guide for businesses.
- Interviews - offer to give interviews for podcasts, blogs, etc.
- Lists and rundups - be included in relevant lists and product overviews.
- Influencer marketing - get micro-influencers to share your content. Read our influencer marketing guide.
- Contests and giveaways - offer prizes in exchange for social sharing.
Focus on gradually building a varied link profile from authoritative domains over time. Link building is a long-term initiative.
Local SEO
For brick-and-mortar stores and services, local SEO plays a key role. Optimization techniques include:
- Create and optimize your Google My Business profile - add images, description, opening hours, address, etc. See our Google My Business guide.
- Optimize titles and meta descriptions with location keywords (city, zip code). Get more info in our local SEO guide.
- Get positive reviews from customers.
- Register your business in local business databases and industry portals.
- Get backlinks from local websites.
By focusing on local SEO, you can rank at the top of Maps and local search results and attract customers from your local area.
Mobile-first indexing
Google has switched to a mobile-first index, so the mobile version of pages is used to determine indexing and ranking. This makes mobile SEO extra important.
How to optimize for mobile:
- Ensure a fast mobile user experience with minimal delays. See more in our guide to mobile-friendly websites.
- Keep navigation logical and user-friendly on mobile.
- Avoid interstitials and pop-ups that block content on mobile devices.
- Use AMP for fast loading landing pages. Check out our introduction to AMP.
- Test the user experience across devices and networks.
By prioritizing mobile users in your SEO, you can achieve better indexing, ranking and user experience.
User experience and conversion optimization
Search engines are increasingly focusing on user behavior to evaluate quality and relevance. Here are some tips for optimization:
- Increase dwell time with engaging content.
- Get more page views per visit with internal links. Read more about internal links in SEO.
- Reduce the bounce rate by minimizing sources of frustration.
- Make it easy to navigate to relevant pages deep within the site.
- Place relevant CTAs visibly. See our guide to call-to-action buttons.
- Test ads, pop-ups, etc., to see their impact on conversions.
Better user experience and conversion rates result in higher rankings over time.
E.A.T - Expertise, Authority, Trustworthiness
E.A.T (Expertise, Authoritativeness, Trustworthiness) is an important concept in Google's algorithm used to evaluate the quality of a website. It is particularly relevant for content in health, finance and other areas where accuracy and trustworthiness are crucial.
Listen to our popular podcast about E.A.T here
SEO for Experts
Here we cover the more advanced and complex aspects of modern SEO. Integrate these expert techniques to take your SEO to the next level.
Holistic SEO
The best approach is a comprehensive strategy that combines:
- Technical SEO
- Content production
- Link building
- Local SEO
- Brand building
All of these elements need to work together to create long-term, sustainable SEO growth. An isolated effort yields limited returns.
SEO Trends in 2026
The search landscape is changing faster than it has in many years, driven in particular by the integration of artificial intelligence into the search results themselves. It’s worth keeping an eye on these developments:
- AI Overviews and AI Mode are now standard features. Google's AI-generated answers now appear in about 65 % of all question-based searches, and AI Mode has surpassed one billion monthly users. A large proportion of these searches are thus answered directly on the results page.
- Zero-click takes up more space. Nearly 68 % of Google searches today end without a click through to a website. Visibility is increasingly about being displayed and mentioned in the search results, not just about driving traffic to your site. See our Guide to Local SEO, where online clicks and in-person visits are still closely linked.
- AI responses are sourced from many different sources. A typical AI Overview cites about eleven different sources. The goal, therefore, is to be a credible source for the questions your target audience asks, rather than simply chasing the top spot.
- User-generated content and video are given greater weight. Platforms like Reddit and YouTube are increasingly cited as sources in AI responses. Having a genuine presence where your target audience spends time can therefore impact your visibility. See our Guide to Video Marketing.
- Quality and E-E-A-T remain the foundation. Google confirms that the basic principles of SEO still apply. Content written by someone with real-world experience that precisely addresses a need continues to drive both traditional and AI-driven visibility.
- More frequent core updates cause fluctuations. Google's ongoing core algorithm updates periodically cause volatility in search rankings, and this rewards a steady, long-term approach rather than quick shortcuts.
The common thread is that SEO and visibility in AI search are based on the same principles. If you invest in content that genuinely helps the user, you’re working on both fronts at the same time. If you’d like to learn more, you can read our Guide to AI SEO.
Best SEO Tools
If you want to take care of SEO yourself, you can benefit from a range of useful tools. They range from all-in-one solutions to more specialized programs for technical analysis, keyword research, link building, reporting and more. This way you can streamline your efforts and optimize your results.
Here are some examples of categories of SEO tools:
- All-round SEO tools - SEMRush, Ahrefs, Siteimprove, SEO PowerSuite
- Technical SEO - Google Search Console, Pingdom Website Speed Test, Screaming Frog
- Keyword analysis - Google Keyword Planner, Storybase, Answer The Public
- Content optimization - Website Auditor, Copyscape, Yoast SEO
- Link building - Ahrefs, LinkResearchTools, Majestic SEO
- Data collection - Google Analytics, Google Tag Manager, Adobe Analytics
- Other SEO tools - SEOquake, SeoTools for Excel, AccuRanker
Each tool has its strengths and features and you can choose according to your needs, experience level and budget. For a full overview of the best tools, go to:
See all the best SEO tools here
Part 2: AI SEO – Visibility in AI Search
The SEO of the future isn't something just around the corner. It's already here. Google shows today AI Overviews and a conversation-based AI Mode at the top of search results, and a growing portion of the target audience is asking their questions directly to ChatGPT, Gemini, Perplexity, and Claude instead of scrolling through ten blue links. AI SEO is all about being visible and recommended right there, in the answers generated by AI services.
This discipline is also known as GEO (Generative Engine Optimization), AEO, or LLMO. The point is not that traditional SEO has been replaced. AI responses rely on the same ranking and quality systems as regular search, so the foundation we covered in Part 1 remains the prerequisite for appearing in search results. AI-SEO is an extension of that work, not a parallel discipline.
AI visibility isn't achieved through tricks, but through the same cross-channel discipline as organic SEO, combined with data-driven prioritization of which questions actually need to be answered.
— InboundCPH
Traditional SEO and AI SEO—two outcomes of the same effort
The easiest way to understand the difference is to look at what the user sees and where visibility is determined.
Searching on Search Engines
- Goal: a high ranking in Google's and Bing's organic search results.
- The user is presented with a list of links and chooses a source themselves.
- Success is measured by rankings, clicks, and organic traffic.
- The Basics: Indexing, Technology, Content, and Links.
Search via AI services
- Goal: to be mentioned and cited in AI responses (AI Overviews, ChatGPT, Gemini, Perplexity).
- The user receives a single, comprehensive answer with a few selected sources.
- Success is measured by whether you are mentioned, quoted, and recommended.
- The foundation: the same, plus a clear source and expertise.
How AI Selects Its Sources
Two mechanisms determine whether your page is included in an AI response. Understanding them helps you prioritize your efforts rather than chasing signals that don’t make a difference. We’ll explore this in our review of Google's Official Guide to AI Optimization.
- Grounding (retrieved from the index): The AI response is built from content retrieved from the search index via standard ranking systems and includes clickable source links. If your page is not indexed and relevant, it is not a candidate for citation.
- Query fan-out (parallel subqueries): The model breaks down a single question into several related searches at the same time. Broad, well-structured content that naturally covers related questions therefore provides multiple paths to the answer.
Visibility in AI-generated results is therefore determined in the same place as traditional visibility: in the index. That’s why it makes sense to treat organic SEO and AI visibility as two outcomes of the same effort rather than two separate projects.
From Location to Recommendation
AI-powered search engines and assistants provide specific recommendations rather than just a list of links, and they typically cite only a few sources per response. This highlights three questions you should be able to answer:
- Is your company even mentioned when your target audience asks an AI about your field?
- Does your content come across as a credible, fact-based source with a clear author and expertise?
- Do your technical foundation and content structure allow a model to understand and quote you?
If you want to understand how the customer journey evolves from click to response, we’ll take an in-depth look at it in our White Paper on AI-Centric SEO and in our work with AI Search.
It changes visibility—and it doesn't
What Actually Works
- Valuable content based on firsthand experience and expert knowledge.
- A crawlable and indexable platform with a good page experience.
- A clear structure with distinct headings that answer specific questions.
- Clear author and documented expertise (E-E-A-T).
Hacks with Limited Effect
- Custom AI files such as llms.txt, which, according to Google, are not processed separately.
- Artificial division of content into small chunks (chunking).
- Text written for the model rather than for people.
Structured data is not required to appear in AI responses, but it remains useful for rich results and helps both search engines and models understand the content. Therefore, prioritize resources for content and technology first, and use schema as a supplement.
Why AI-SEO Is Relevant Now
As more people get their answers directly from an AI, the key is to be the solution that the assistant highlights. Behavior is changing rapidly, and companies that don’t prepare risk losing visibility, while a competitor becomes the one the AI recommends. A newer layer on top of this is agent-driven experiences, where AI agents compare options and take action on the user’s behalf. This isn’t yet an urgent priority for most, but a technically sound and accessible website is also the one an agent can navigate most easily. We’re following these developments closely, including in our analysis of Google I/O 2026 and the Impact of AI Agents on SEO.
Here's how they connect the two tracks
SEO is no longer just about ranking high in Google’s search results. It’s about being visible and relevant wherever users are searching for information, whether through traditional search engines or AI assistants. The foundation you build in traditional SEO—with strong core principles, local optimization, and advanced techniques—is exactly what makes you visible in AI responses as well. Both approaches draw on the same efforts.
By combining solid, traditional SEO with a targeted effort to boost AI visibility, you ensure that your business is both found and recommended—in organic search results and in AI assistants’ responses. That’s the core of our approach to AI SEO, and if you'd like to explore this further, we've compiled the methods in our A Complete Guide to AI-Driven SEO.
Frequently asked questions about SEO
What does SEO mean?
SEO stands for Search Engine Optimization. It refers to the process of increasing a website’s visibility and ranking in organic, unpaid search results so that the right visitors find the site when they search for relevant topics.
What does SEO cost?
The price depends on the level of ambition, market competition, and the site’s current state. Some handle the task in-house using their own time and tools, while others collaborate with an agency on a project or retainer basis. The most important thing is to align the budget with specific business goals rather than a fixed package, so that efforts are prioritized where they’ll have the greatest impact.
How long does it take to see results from SEO?
SEO is a long-term discipline. The first results may be visible within a few months, but a reasonable assessment of the effort typically requires at least six months, because domain authority and trust are built over time. Expect trends and mechanisms, not guaranteed rankings from day one.
Can you do SEO on your own?
Yes. You can go a long way on your own with many basic SEO strategies—such as keyword analysis, on-page optimization, internal linking, and content—using the right tools. Advanced technical SEO, link building in competitive markets, and AI visibility often require more experience, and this is where an agency can boost both speed and quality.
Is SEO still relevant when the answers come from AI?
Yes. Google’s AI features, such as AI Overviews and AI Mode, rely on the same ranking and quality systems as regular search. A page that isn’t indexed and isn’t relevant isn’t a candidate for being cited in an AI response either. Solid SEO therefore remains the foundation for visibility, even in an AI-driven world.
What is the difference between SEO and GEO?
Traditional SEO is primarily about visibility in search engines. GEO (Generative Engine Optimization) focuses on how AI systems understand, mention, and recommend a business in their responses. From Google’s perspective, however, it is the same discipline: the work is based on the same quality and structural principles, and GEO is an extension of SEO rather than a replacement.
Do you want to rank highly in both Google and AI-generated answers?
We combine proven SEO expertise with a targeted approach to AI visibility, grounded in data rather than quick fixes. Let’s have a no-obligation conversation about where your next boost in visibility should come from.
