AI is no longer out of the life of Onder and of the SEO specialist. A big new digital colleague has been slowly settling in over the past few months, or rather an orchestra of digital colleagues and we, as SEO strategists and the human side of all our work, are the conductor.
Wondering how that works for us? We'd love to show you!
Yes I'm in!
We have been embracing AI for quite some time. Over the past few months, this has gained momentum and in the coming months, that momentum will accelerate. We'd like to take you through our journey.
Google is a search engine. Bing is a search engine. But ChatGPT, Perplexity and Claude are LLMs (Large Language Models). Based on a prompt, you get an answer or a refinement. With that, these are almost more like chatbots you have a conversation with than answer machines. There are also variants that are already creeping more towards search engines, such as SearchGPT and Gemini. And then there are (except in the NL and part of the EU) Google's AI overviews.
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.
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:
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:
Our AI SEO approach is experiment-driven and covers about four steps:
Search volumes as we know them within Google are unfortunately not seen in LLMs. We are, however, able to:
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):
Looking at Google Organic vs LLM referral traffic ratios, however, there is still a long way to go (data from the past 30 days):
We specialise in increasing the organic visibility of our clients' platforms and brands. That goes for LLMs too!
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!
When your online onder venture 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!
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 talk everything through. 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.
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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