Its the end of 2026 and everyone is asking how can we be visible on AI search.
No the truth is no one really knows yet, but it seems that basic SEO is still the fundamentals and on top your website needs to give AI enough context to understand what you actually know about.
What actually has changed is how much context the searcher gives. Think of yourself in ChatGPT. Instead of searching for running shoes, you tell your age, gender, weekly km’s, what your goals are, what kind of running experience you are after. This is how you need to service the customer and thus want the customer to find this from your website (through AI search in this case).
Website structure is important. Instead of publishing disconnected blog posts around individual keywords, you need to build clear topic areas around the problems your customers have. Connect related pages with internal links, keep individual pages focused, and make it obvious how your services, expertise and content relate to each other.
In practice, I suggest you focus on:
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Keep the technical basics right: h-structure (this is what EVERYONE gets currently wrong), speed, meta data, crawling, indexing, internal links and access for relevant AI search crawlers.
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Create original content based on experience, data, examples and actual opinions instead of generic AI summaries.
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Write for real customer questions, not only search queries.
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Structure pages clearly with useful headings, direct answers and focused URLs.
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Build around topics, not individual keywords. AI will crawl the indexed pages, crawl your website and quickly figure out if the topic matches. Individual keyword are important for getting the page ranking on google, but the overall theme is even more important.
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Connect related content so your expertise forms a logical whole.
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Give AI (and Google) reasons to trust you through clear authorship, sources, expertise and consistency. Links and mentions are gold! Think beyond your own website: Reviews, industry publications, communities, Reddit, YouTube and other external mentions can be very valuable on long term as they increase your topical authority and domain authority.
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Do not forget conversion and measurement. Visibility is not useful if you cannot connect it to real business outcomes.
There probably isn't really a magical new discipline called GEO as we thought some time ago.
But SEO is becoming less about optimizing isolated pages and more about building a website, content system and brand that both humans and machines can clearly understand.
Send me a message if you want to go through this together.