AI, LLMs & the new reality of search behaviour

Search is fundamentally changing. Large Language Models (LLMs), zero-click results and AI-generated answers are putting classic SEO models onder pressure. Fewer clicks, shorter customer journeys and more emphasis on authority, brand equity and context.

In these four videos, we share insights on:

• How AI and LLMs influence search behaviour and ranking
• What this means for SEO, content and customer journeys
• how to stay visible as a brand in a zero-click and AI-driven landscape

Not theory, but strategic thinking that you can already apply today.

The customer journey, the ‘Messy Middle’ and the role of LLMs

What is this video about?
Martijn zooms in on the customer journey and shows why it is becoming less and less linear. Especially in complex markets like e-commerce and travel, users move through a chaotic phase between orientation and decision: the so-called Messy Middle.

LLMs play a key role here. By understanding context and using targeted prompts, AI systems can help users make choices at the moment when doubt and information overload strike.

What will you learn in this video?

• How the See-Think-Do-Care model is changing because of AI
• Why the Messy Middle is the defining moment
• How LLMs can be used to remove friction
• What this requires of content, UX and SEO strategy

LLMs, RAG and why search is no longer a list of links

What is this video about?
In this video, Ineke explains how AI-driven search technology works onder the bonnet. She shows why traditional indexing is no longer enough and how techniques such as Retrieval Augmented Generation (RAG) are fundamentally changing the search landscape.

AI breaks down search queries, retrieves real-time information and generates instant answers. This shortens the customer journey and enhances the zero-click experience.

What do you bring?

• What RAG is and why it is so important for AI search
• Why AI not only ranks, but also interprets
• What this means for SEO and content strategy
• Why visibility in AI answers is becoming crucial

The zero-click era: less. traffic, more brand value

What is this video about?
Tristan shows what the zero-click era means for websites and SEO. AI overviews, featured snippets and chat interfaces provide instant answers, reducing clicks - even at high rankings.

The value shifts from traffic to brand equity, authority and presence in AI answers.

What will you learn in this video?

• Why clicks are no longer the most important KPI
• How AI systems select and cite brands
• Why digital PR and brand mentions are becoming more important
• How video and multimedia help you stay visible

Reliable AI, transparency and strategic adoption of LLMs

What is this video about?
Martijn Hoving delves deeper into the strategic side of generative AI. Not just what is technically possible, but especially how organisations use AI responsibly and effectively.

Trust, transparency and quality are becoming increasingly important as AI systems are increasingly the first point of contact with the user.

In this video, you will discover:

• Why LLMs play a core role in digital products
• How AI can contribute to reliability rather than disinformation
• What role transparency plays in AI-SEO
• How organisations are preparing for an AI-driven future

Ready for AI-driven visibility?

SEO and content are not disappearing, but are fundamentally changing due to AI, LLMs and zero-click results. The question is not whether you will have to deal with this, but how well prepared you are for this.

Want to know what this means concretely for your website, content and visibility?
Contact us for a content spa session on AI, SEO and the customer journey.