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AI SEO

Automate, accelerate and change

AI has become an integral part of our work and yours too.
Wondering how your business will stay visible as AI changes search behaviour? Then get a strategy that works in the AI era of today and tomorrow. Onder has been an online optimisation agency closely monitoring the rise of AI for years. We help you get mentioned, recognised and recommended in AI answers such as those from Google SGE, ChatGPT or Perplexity.

The benefits of AI-driven SEO and GEO optimisation:

  • Build a lead in a rapidly changing playing field
  • Accelerate your growth with strategies that make your business visible in AI answers
  • Invest in an online approach that continues to work, even as search engines continue to change

Wondering how that works for us? We'd love to show you!

Yes I'm in!

Disclaimer: Terms like LLMO, GEO and AEO are used in the market for a concept we call 'AI SEO'. These different abbreviations essentially refer to the same thing: optimisation for answering engines or AI search engines, such as ChatGPT. With us, AI SEO is not a separate service, but a fixed onder part of every SEO journey. In fact, we optimise for any search query and any type of search result - whether it takes place on Google, ChatGPT or other platforms.

Content:

What is AI SEO?

AI SEO: How do you stay visible in a world where people no longer google, but ask questions to an AI?

AI SEO, also known as GEO (Generative Engine Optimization) or called LLM SEO, is not about tools, but about findability in AI answers. Tools such as ChatGPT, Gemini and Perplexity are increasingly using proprietary resources to answer user queries. The question is: Are you in between?

Whereas SEO used to revolve around keywordsondersearch and text optimisation, the playing field is now more complex. AI is changing the rules of the game. With techniques such as machine learning and natural language processing, AI analyses data at lightning speed, discovers patterns and adapts content to search intent.

Many people think of AI SEO tools that write content or analyse keywords. But that is too narrow a view. AI SEO is not about how you use AI, but how AI uses your content.

(Example of ChatGPT naming brands)

Man reflects on AI SEO

Why AI SEO (or GEO)?

The way people search for information is changing at lightning speed.

More and more people are switching from search engines to AI models like ChatGPT, Gemini or Perplexity. These large language models (LLMs) provide one answer. No list of links. No ads. No second chances.

If your brand does not feature in them, you are falling behind your competition.

The numbers are clear:

  • In the US Adult AI actively uses 61% in everyday life.
  • 70% of consumers consciously shop with AI agents if the choice is there, because it is faster, easier and more efficient.

AI is no longer hype. It is a structural shift in how people find information and make choices.

How is it different from traditional SEO?

LLMs think in fragments, not full pages

Large language models (LLMs) do not scan web pages as one coherent story. Instead, they split the text into smaller pieces - so-called passages. From each excerpt, they filter the key message to compose a response. So it is not about what you tell at page level, but how clear and self-contained each piece of text is. The simpler and more concrete the assertion, the more likely AI will be able to work with it.

From keywords to concepts and entities

Where traditional SEO is all about keywords, LLMs look at entities. Think brand names, products, locations or people. AI models analyse how often a statement about such an entity occurs, and whether it is ondersupported by other reliable sources. Not only does this count your own site, but also what is being said about your brand on social media, forums and news websites. The more consistent those signals are, the better your brand will be recognised and included in AI responses.

Search engines provide links, LLMs provide answers

Google is a search engine. ChatGPT is not.

Google and Bing give you a list of links. ChatGPT, Perplexity or Claude do not. They are Large Language Models (LLMs): systems that provide instant answers based on a prompt. You perform a search in the form of a conversation.

Yet the boundaries are blurring. Tools like SearchGPT and Gemini are looking more and more like search engines. And Google itself? Which is already mixing AI answers with traditional search results via AI Overviews. That changes everything for SEO.

Who is AI SEO suitable for?

AI SEO is relevant to:

Difference between SEO and AI SEO
Links in google and answers in ChatGPT
  • 'Companies looking to stay visible online and locally in a rapidly changing landscape'
  • Organisations looking to establish themselves as an authority in their field
  • Marketing teams already working with SEO and also want to be visible in LLMs or other AI models.

Why invest in AI SEO (and GEO) now?
Developments in AI are moving fast. As a onderaker, you don't want to be left behind while your competitor is mentioned in AI answers. Those who get in now are building an advantage.

Advantages and challenges of AI SEO and GEO

Advantages of AI SEO and GEO

Brand visibility in AI answers
Your brand is mentioned or quoted in tools like ChatGPT, Gemini and Perplexity. This way, you will be seen as an authority within your industry.
Less reliance on clicks
Instead of competing for the #1 spot in Google, work on recognition within AI answers.
Responding to new search behaviour
More and more people are starting their search through AI tools. With AI SEO, you play right into that.
Local and content findable
AI combines location and content. GEO optimisation increases your visibility in local queries.
Advantage over your competitor
Most companies are not doing this yet. By starting now, you are taking the lead.

Challenges of AI SEO and GEO

Unpredictability of AI tools
AI does not show why content is chosen. So you have to do a lot of testing and adjusting.
No clear winner
Which tool will be dominant: ChatGPT, Gemini, Perplexity...? Nobody knows. So you have to factor multiple platforms into your strategy at once - that makes it more challenging.
Determining which prompts to track
Prompts come in different variants. More variants than combination of keywords. This makes it difficult to determine exactly which prompts are important. What does the target audience search for in LLMs or AIO?

GEO / LLM SEO / AI SEO = your own platform as a foundation

GEO (Generative Engine Optimisation), AI SEO and LLM SEO (Large Language Model SEO) are sort of synonyms to be mentioned or linked to your brand in LLMs as well. However, as a brand, you use your own platform for this.

So there is one platform that is both the foundation for SEO and AI SEO: your own website. So as far as we are concerned, the SEO playing field is not changing, but its outcome is. So time to enter the AI SEO game and adjust the foundation from an integral SEO & AI strategy.

The SEO strategy / AI SEO strategy gap

SEO has been a changing discipline for years and there is nothing new about that. Although changes in the past two years have been very rapid, AI SEO is also an opportunity for any brand:

  • The moment your target audience looks for onderwerp and answers relevant to your business, you want to be mentioned in the LLMs, just to get into that consideration set of your potential client.
  • Of course, it's totally great if you are also linked in an LLM, as that can bring clicks.

So should you start following two completely separate strategies with your website? 1 strategy for SEO and the other for AI / LLMs? No, not as far as we are concerned.

If you compare your SEO strategy with the AI SEO strategy to follow, a 'gap' naturally follows. That is the gap between SEO strategy and AI SEO strategy, or in other words the actions you need to perform on your platform to also be found in AI search engines and LLMs:

What LLMs recognise and why it matters
LLMs get their information from the web pages they understand and trust. That means: structure, context, authority. If your content is well structured and your brand name is consistently mentioned in relevant topics, an AI is more likely to mention you. Think: clear clusters, semantic links, entities such as people, companies, locations and subject terms that are connected to you.

AI SEO strategy and approach

Our AI SEO approach is experiment-driven and covers about four steps:

  1. Mapping potential prompts from the cluster analysis we often already have from the SEO strategy. Mapping the potential LLM search demand also gives you something to drive your AI SEO strategy with
  2. These prompts zero in on LLM tracking / prompt monitoring, so we know whether the platform and brand are also mentioned or linked in ChatGPT or Perplexity, for example.
  3. Optimise the corresponding pages and clusters on the website for LLMs while making technical optimisations on the platform for AI.
  4. Measuring in the LLM tracking whether the optimisations have been successful. And simultaneously report from Google Analytics on increasing traffic from LLMs and AI search engines

What helps rank in AI answers?
LLMs like content that is complete, logically structured and easy to cite. Think of pages that answer questions directly, have clear headings and where your brand name is not onderaan somewhere, but appears in the context of the answer. Structured data, semantic relationships and consistent language also make it easier for AI systems to recognise you as a trusted source.

If you want to be visible in AI answers, your content needs to match the way that particular tool selects, structures and generates. What works for ChatGPT does not automatically work for Gemini.

Search volumes as we know them within Google are unfortunately not seen in LLMs. We are, however, able to:

  • To measure whether certain prompts include brand mentions or links to websites:
  • To see how much referral traffic comes from LLM or AI search engines

LLM tracking and prompt monitoring will only improve in the coming time. The only blackbox that really remains is the lack of understanding of prompts around a particular onderwerp.

Traffic from LLMs and AI search engines will only increase in the coming years. It is important to measure this as well. This can be done, for instance, by measuring referral traffic from these sources. Use this regular expression for that, for instance:

aitastic.app|bnngpt.com|chat.mistral.ai|chatgpt.com|chat-gpt.org|claude.ai|copilot.microsoft.com|copy.ai|edgepilot|edgeservices.bing.com|exa.ai|gemini.google.com|iask.ai|openai.com|perplexity.ai|writesonic.com|mistral.ai|you.com|grok.ai

Since January 2025, traffic from LLMs has been increasing considerably (mainly from ChatGPT, see image on the right)

Looking at Google Organic vs LLM referral traffic ratios, however, there is still a long way to go (data from the past 30 days):

Number of active users comparison between google, Chatgpt, Perplexity, Bing and Gemini. A shift towards AI SEO can be seen.

The new consideration set is AI-first

Where people used to use Google to compare companies, they now ask that question directly to AI. "What is the best solar panel company in Overijssel?" - if you are not mentioned there, you are not on the list. AI SEO is therefore not just about being found, but about selected become. That is why we work not only on findability, but also on recognisability, brand perception and content authority. That is precisely where the power of a well thought-out AI SEO strategy lies. Therein lies the value of ranking in LLMs.

Outsource AI SEO optimisation: Your opportunities within AI!

Is your brand already visible in ChatGPT, Gemini or Perplexity? Or do you want to know how to stay ahead of your competitors in this new search environment?

Don't worry, we'll figure it out for you. While you focus on your business, we make sure AI tools recognise and use your organisation as a trusted source.

This is how you stay visible, relevant and credible at a time when one AI answer makes all the difference.

Schedule a meeting with our experts.
We'll show you exactly how AI SEO and GEO optimisation work, and how you can get started today.We specialise in increasing the organic visibility of our clients' platforms and brands. That goes for LLMs too!

Blogs about AI SEO

Free AI SEO Checklist!

Want to know how to keep your website findable? With our free AI SEO Checklist you will get a practical overview of all the steps you can take to be more visible in AI systems like ChatGPT and Perplexity today.

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Renzo van Dongen

Renzo van Dongen

Digital content manager Peugeot

Whether it's about content or technical adjustments, it doesn't matter. Martijn briefs this in a very clear way so that it can be implemented locally or by our head office in France. [...] Since the start of our collaboration, we have achieved great results. Keep it up!

Marien van Stegeren

Eigenaar Kitcentrum

When your online onderneming grows, expectations often grow too, in every area. To a large extent, we were in control of SEO and its interpretation ourselves. We found out that our own "general view" was no longer sufficient, so we engaged Bureau Onder. Surprising and clear. We have built up a fine collaboration, partly because Martijn also regularly visits our office with Eline or Mariska (depending on the case), which is very valuable to us!

Marten Stellingwerf

Webmaster

Martijn and Mariska make the SEO story understandable for the layman and are happy to think along with us. It is nice that there is a personal contact moment every month with an extensive report and the opportunity to discuss everything.After just a few months, Onder has already managed to achieve number 1 positions on Google with some of our webshop pages. We are very satisfied with Onder.

Mark Prummel

SEO Specialist Stella Fietsen

For several years, Onder has been a valued partner of Stella. Martijn is my sparring partner for complex SEO issues and the extra pair of critical eyes that keeps us on our toes. Together, we have achieved nice growth in online visibility, visitor numbers and leads. Onder onder stands out for its short lines of communication and professionalism. They speak our language: don't nag, get down to business. That is what we love!

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