Is your business ready for an AI search engine?
Written by Daniël van Meerendonk
Digital Marketing & AI Agents
AI search engines are changing the way people find information online. Where you used to work with keywords to rank high in Google, it is now increasingly about AI-driven answers. This has direct consequences for how customers find your business and which marketing strategies still work. But what does this mean in concrete terms for your business? And how do you make sure your business is AI-proof?
What is an AI search engine and why is it relevant for your business?
An AI search engine uses artificial intelligence to better understand search queries and give more relevant answers directly. Instead of only showing a list of websites, as Google does now, AI search engines can:
- Answer questions directly without users having to visit a website.
- Search based on context and intent, not just keywords.
- Summarise content and make recommendations based on user behaviour.
For businesses, this means a shift in how you are visible online. Where you used to focus on SEO and keywords, you now need to think about how AI picks up and uses your content.
Customers use AI search engines differently from traditional search engines. Instead of typing short search terms, they ask full questions or use voice assistants. This means that:
- Search queries become more natural. People no longer type “best accountant Amsterdam” but ask “Which accountant suits my business in Amsterdam best?”
- Direct answers become more important. If AI search engines summarise your content, it is important that your information is complete and clear.
- Websites receive less direct traffic. If AI already gives the answer, people are less likely to click through to a website.
This has a major impact on how you reach customers. You need to be present not only in search engines, but also make sure AI sees your content as reliable and valuable.
Searching with AI: what changes for your customers?
How do you make your business AI-proof?
Now that AI search engines are changing the search experience, your strategy has to change too. These are the most important steps to make your business AI-proof:
1. Optimise your content for AI
- Write content that answers frequently asked questions within your industry.
- Use natural language and avoid overusing keywords.
- Structure your texts well with clear headings and bullet points.
2. Use structured data
- Make sure search engines understand your content better with structured data (Schema Markup).
- This helps AI to pull information directly from your website and display it correctly.
3. Build authority
- AI search engines rely on trustworthy sources. So make sure your business is mentioned on relevant websites.
- Collect customer reviews and engage on platforms such as Google Business Profile.
What can you do now to avoid falling behind?
AI search engines are developing at lightning speed, but there are a few simple steps you can take today:
- Test how AI search engines see your business right now. Try tools such as ChatGPT, Perplexity or Google SGE and see what answers they give about your industry.
- Update your existing content. Add frequently asked questions and make sure your content is structured and clear.
- Experiment with AI tools. Use AI yourself to discover how search behaviour is changing and how you can respond to it.
Adapt your approach for visibility within the AI search engine
AI search engines are changing the rules of digital marketing. It is no longer enough to focus only on traditional SEO; you need to make sure your business stays findable in a world where AI-based searches are increasingly becoming the norm.
Want to know where your opportunities lie to optimise for AI search engine indexing? With the BE Digital scan you gain insight into your digital strategy and discover concrete areas for improvement to stay ahead.
Take the BE Digital scan and receive a clear report with action points for your business. That way you know exactly where you stand now and what you can do to become AI-proof.