September 30, 2025
Artificial intelligence has quickly become a central part of the digital world. It is changing both the way we search for information and the way companies work with SEO.
When we talk about AI in SEO, it covers both the use of AI as a tool to enhance SEO work and the way search engines themselves use AI to present results. Both are changing the rules of the game for how you get found online.
AI is not just a tool for marketers. It has also become an integral part of modern search engines. Google and Bing are increasingly using AI to assess which content is most relevant.
With Google’s Search Generative Experience and Bing Copilot, users are not just given a list of links, but also a comprehensive generated answer. For businesses, this means that while ranking in Google is still important, it is also crucial that the content can be understood and cited by AI.
Imagine a healthcare company that has written a guide to rehabilitation. If the content is clear and structured, an AI assistant can use the guide directly in its answers, thereby exposing the company, even without the user clicking through to the website.
When AI is actively used in SEO, it changes the way content is produced. Keywords still play a role, but context has become crucial.
To adapt to AI, content should be:
The more well-thought-out and structured the content is, the more likely it is that the AI will choose it as a reference.
AI does not change the foundation of SEO, but adds new layers on top. Technical optimization, links and good content are still necessary. But companies must also focus on being sources that AI assistants can trust.
This requires:
When these elements are in place, the chance of content both ranking in Google and being selected by AI increases.
AI in SEO is still a young area, where competition is lower than in classic SEO. It provides a unique opportunity to position yourself early as a source used by AI.
An important part of this work is Generative Engine Optimization (GEO). GEO is about adapting content so that it not only ranks in classic search results, but is also selected and cited by AI-powered search engines like Google SGE and Bing Copilot.
By starting GEO now, your company can ensure visibility in the next generation of searches. This gives you an edge over your competitors and makes it easier to use as a reference when AI generates answers for users.
AI in SEO is not a distant vision of the future. It is already a reality. But it can be difficult to know where to start and how to best combine classic SEO with AI optimization.
At Acend, we help companies get found both in search engines and on the new AI platforms. If you need some sparring or specific help getting started, you are always welcome to contact us. A chat is of course completely non-binding.
AI in SEO is about using artificial intelligence to optimize websites smarter and utilize data better.
Yes, but the context and structure of the content have become even more important.
AI can be used for keyword research, competitor analysis, content strategy, and technical optimization.
The content must be clear, structured and complete so that AI can understand and use it in its responses.
We would be happy to look into your case. Contact us if you want to increase your online presence with SEO.