Who might find this blog interesting?
This blog is intended for B2B entrepreneurs, marketing professionals, and organizations that rely on online visibility. It’s for companies that have noticed SEO is changing but are still trying to figure out what that means in practice. And it’s for anyone who wants to be prepared for how AI-driven search—such as Google AI Insights—is changing the game.Why this is relevant right now:
Search is undergoing a fundamental transformation
Search is undergoing a fundamental transformation. Whereas search engines used to mainly display lists of links, they now increasingly provide direct answers. AI plays a key role in this shift. This means that traditional keyword strategies alone are no longer sufficient.Why is this particularly important for B2B?
B2B search behavior is more in-depth and takes longer. Decision-makers aren’t looking for quick answers, but rather context, supporting evidence, and certainty. AI systems prioritize exactly those elements. Those who create content that effectively addresses these questions increase their chances of appearing in AI summaries.Where GEO (Generative Engine Optimization) comes into play
In addition to SEO, GEO—or Generative Engine Optimization—is playing an increasingly important role. While SEO is all about being found in search results, GEO focuses on becoming visible within AI-generated answers, such as Google AI Summaries. AI systems select content that provides context, fully answers questions, and is well-structured. It is precisely this combination that ensures content is not only found but also used as a source in AI answers.The Rise of AI Summaries and AI Mode in Google
Google is continuing to roll out AI Overviews, including in the Netherlands. You’ll notice that Google itself formulates answers based on multiple sources. Websites that are clear, well-structured, and rich in content are more frequently used as sources. This ties directly into what we’ve already mentioned in previous blog posts:- In our January blog post, we showed that by 2026, content will only be effective if it contributes to authority, discoverability, and tangible results—without creating extra work for business owners.
- In our November blog post, we already showed that SEO in the AI era is shifting from commercial copy to content that provides structure, context, and direct answers.
Why prompt-based research is becoming more relevant than traditional keyword research
AI doesn’t look at individual words, but at context and meaning. This means that content which addresses multiple aspects of a question aligns better with how AI constructs answers. Rather than trying to “catch” a single keyword, the goal is to fully understand and address the underlying issue.For B2B companies, this means that content that truly helps wins out. Not by focusing on individual keywords, but by outlining problems, providing context, and offering clear solutions. It is precisely this substantive approach that increases the likelihood of visibility in AI search results and contributes to authority and trust.Keyword Research vs. Prompt Research
| Keyword research | Prompt research |
| Short search terms | Long-form questions |
| Focused on rankings | Focused on AI responses and context |
| SEO-focused | AI Output & Visibility in Responses |
The Dutch search engine market: what has changed so far?
The impact of AI-powered search is now also evident in the Netherlands. Google is increasingly displaying AI Summaries, in which answers are generated directly based on various sources. Data from SEO tools such as SE Ranking shows that informational pages, in particular, play a key role here. Content that explains things clearly and provides context is more often used as the basis for AI responses.In addition, structure appears to be a decisive factor. Pages with clear headings, well-organized lists, and tables are better understood by AI systems and are therefore more likely to be included in AI summaries. Commercial landing pages, which are primarily focused on sales, appear less frequently in these summaries. This further underscores that the focus is shifting from selling to helping. This confirms what we are already seeing in practice.How can you increase your chances of appearing in AI summaries?
How do you ensure that AI understands your content?
By writing clearly and organizing your text. Start each paragraph with a clear question and answer it right away.How important is structured data?
Structured data helps AI interpret content more quickly. Think of FAQ schemas, tables, and clear lists.What works in practice?
- Write in a question-and-answer format
- Use short, clear paragraphs (50–60 words)
- Works with tables and lists
- Include specific figures and statistics
How do we do this at JKC?
- Structure content around real questions from the market
- Use of tables, lists, and FAQ sections
- Supported by data and statistics
- Focus on informational value, not sales copy
Conclusion: From keywords to prompts
Those who continue to think in terms of keywords miss out on opportunities. Those who think in terms of questions and context gain visibility. AI-powered search results are becoming increasingly important in the search process. They determine which content gets seen and which doesn’t. Companies that act on this now are gaining a competitive edge.Do you want to take your business to the next level and increase your visibility in GEO and AI-powered search results? Ask a quote Sign up and we’ll show you where your opportunities lie.What can you do right now?
The first step starts with your existing content. Take a critical look at it. Are you truly answering the questions your target audience has, or are you mainly focused on stuffing in keywords? In a world where AI generates answers, content that explains problems and provides context comes out on top.So dare to think beyond traditional keyword lists. Focus on the questions customers ask during their research phase and provide clear, substantive answers to them. This way, you not only increase your visibility in AI overviews, but you also build trust and authority, even before anyone contacts you.Frequently Asked Questions About AI-Powered Search
Is SEO going away now?
No. SEO is changing. Technical aspects and searchability remain important, but content and context are playing a bigger role.
Do I need to adapt my content for AI summaries?
Yes. Content needs to be clearer, more structured, and more demand-driven in order to remain relevant.
How do I know if I'll show up in AI search results?
By monitoring using tools like SE Ranking and analyzing whether your content is cited as a source in AI-generated responses.
