Tim Grabbert21/08/20255 min read

SEO: AI Changes the Game, but Not the Rules

While Google processes around 13 billion search queries per day worldwide, ChatGPT now reaches over 1 billion daily requests. A development that shows: traditional search engines remain dominant, but AI-powered systems are catching up rapidly and changing the way people find information.

1. SEO: A Stable Foundation

SEO has long been the tool for digital visibility. Successful ranking is based on proven elements: well-structured content, precise title tags, compelling meta descriptions, clear heading hierarchies, internal linking, fast loading times, mobile-optimized pages, and structured data. The technology behind it ensures that search engine crawlers can efficiently capture and index content. Added to this is the building of high-quality backlinks and continuously relevant content.

As mentioned in the first article of this series, classic SEO was primarily about making it as easy as possible for search engine crawlers to access relevant, well-structured information. Those who understood and applied these rules could plan and build rankings sustainably.

But the rules of the game are changing.

2. What’s Changing: The Role of AI Systems in Search

More and more users are asking their questions directly to AI systems such as ChatGPT or Perplexity. Voice assistants and new interfaces like the Search Generative Experience (SGE) are also shifting attention away from traditional search results. The consequence: content must now be optimized not only for search engine crawlers but also for AI-based answer systems.

At the same time, the question arises whether this represents a real paradigm shift or just a hype that creates uncertainty but changes little in the fundamentals. Is AI-SEO truly essential or merely an evolution of existing strategies? Is there urgent need for action, or is it enough to observe developments with a clear head and respond selectively?

Marketers should understand this distinction. Because between strategic evolution and unnecessary panic lies a difference that determines efficiency and relevance.

3. New Technical Requirements: GPTBot, SGE Crawlers and More

With the Search Generative Experience (SGE), Google is introducing a new search concept. The classic list of results is supplemented by an AI-generated answer displayed directly above the organic listings. ChatGPT, Perplexity, and other systems also actively access web content. For this, they use specialized crawlers such as GPTBot.

Unlike traditional search engines, these systems do not just capture content for indexing, but analyze it to generate independent answers. While Google SGE still works closely with the existing search index, Gemini is Google’s standalone AI chat, where answers are generated independently of the traditional search process. This results in new requirements for the technical preparation of content.

What AI Crawlers Expect Today

Semantic HTML structure
A clean structure with elements such as article, section, header, h1–h3 or ul makes it easier for AI crawlers to interpret content correctly. Tables or structured lists also support understanding.

Structured data with Schema.org
By integrating markup for FAQPage, HowTo, Article, or WebPage, content becomes easier to read for AI systems. This markup makes it possible for content to be selected as a direct answer source.

Ensure machine readability
Content should not be loaded exclusively via JavaScript. Server-side rendering or HTML fallbacks ensure that content can be fully captured.

Focused text blocks with high density
AI systems analyze content section by section. Clearly written paragraphs that focus precisely on one question or topic have a higher chance of being selected.

Performance and usability
Loading speed, mobile optimization, and technical setup remain important. AI systems also prefer content that is fast to access and user-friendly.

4. From Optimization to Strategic Realignment

Instead of being optimized solely for indexing by traditional search crawlers, content today must be structured so that AI systems can directly understand and process it as answers. This is exactly where Answer Engine Optimization (AEO) comes in. The goal is to provide content that is not only discoverable but also specifically used as an answer source.

The requirements are rising. Clear structure, semantic depth, and technical markup are crucial to remain visible in the new ecosystem of AI-based search. Visibility no longer simply means ranking positions. It requires presence at the decisive moment when users expect a concrete answer.

What this means in practice will be covered in detail in the upcoming articles of this series. These will focus on LEO (Language Engine Optimization), GEO (Generative Engine Optimization), and AEO (Answer Engine Optimization). Each part will show, using concrete examples, how to structure, optimize, and technically prepare content to achieve visibility in ChatGPT, Google SGE, Perplexity, and other AI systems.

This series provides a step-by-step foundation for a modern visibility strategy—far beyond classic SEO.

FAQ

Why does classic SEO remain relevant despite AI? Because classic SEO forms the technical and structural foundation of digital visibility. Without clean site architecture, fast loading times, mobile-optimized design, and structured content, information cannot be reliably captured by either Google or AI systems. SEO therefore creates the basis for any further optimization.

Which new systems are changing user search behavior? In addition to Google, more and more people are using systems like ChatGPT, Perplexity, or Google SGE. These tools answer questions directly while actively accessing web content. As a result, visibility is increasingly shifting away from traditional search rankings toward answer integration.

How do AI crawlers differ from traditional search engine bots?

AI crawlers do not just analyze content for indexing but for direct answer generation. They evaluate semantic structure, clarity, and context. Technical cleanliness, structured data, and machine-readable content are essential for them to accurately capture information and use it as an answer source.

Which technical adjustments are particularly important for AI systems today? Semantic HTML structures, the use of Schema.org markup, server-side rendering, and focused text blocks are particularly important. Content should be accessible without JavaScript and clearly structured so that it can be processed by machines and accurately classified.

What does Answer Engine Optimization mean in the context of SEO? Answer Engine Optimization extends classic SEO with a strategic layer. The goal is to structure content in such a way that it is not only discoverable but also actively delivered as an answer by AI systems. AEO combines semantic clarity, technical markup, and thematic focus.

Is the shift toward AI-driven visibility a radical change? Not necessarily. The technical foundations remain in place. What’s new is the way content is processed and delivered. Those who already work strategically and provide high-quality content can leverage the shift without having to completely overhaul existing processes.

Tim Grabbert

Tim Grabbert works in project management at WPWA Digital and is responsible for planning and managing complex marketing projects. His focus is on developing and implementing strategic communication and inbound campaigns that help companies expand their reach and sustainably strengthen their market position.