WISSE BLOM
SEO SPECIALIST
Written on: 2025-08-15
Modified on: 2025-08-15
10 min. reading time
The way people search the internet is changing rapidly. AI tools such as Google SGE (Search Generative Experience), Bing Copilot, ChatGPT with web search, and Perplexity.ai are increasingly providing direct answers to user questions. Instead of a classic list of blue links, users receive an AI-generated, contextual answer where the original source is not always visible.
How we integrate AI search engines into our SEO strategies
At Abnormal, we have been following developments in AI in search since Google’s BERT update in 2019. What began then with natural language processing (NLP) has since grown into a landscape where concepts such as vector-based search, semantic SEO, LLM integration, and entity-based indexing set the tone.
We apply these techniques daily. No hype, but a deep-rooted approach.
What do we do specifically?
Why AI actually requires more work and does not provide automatic gains
Many people think that AI makes it easier. Because if AI provides answers itself anyway, then you have to do less, right?
In reality, the opposite is true. AI increases requirements on three fronts:
- AI selects only a few sources
So you don’t just have to be in the top ten, but be the best and most authoritative source within your subject. - The criteria are less transparent
It is not always clear why AI does or does not select your content. This requires in-depth analysis, experience, and continuous optimization. - Competition is becoming broader and more international
You are not only competing with local players, but with every page that AI deems relevant. English-language or academic sources can also suddenly be preferred.
SEO in the age of AI therefore requires more technical knowledge, more creativity, and more strategic insight. Fortunately, that is exactly what we are good at.
Don't worry. We are on top of it.
At Abnormal, we don’t lag behind. We anticipate and are often already working on new developments before they become widely visible.
We invest in:
- Tools that measure AI performance
- Our own test environments in which we simulate scenarios
- Regular training for our team
- Content structures that maximize AI snippets
We also use AI in our own work. Not to just generate content, but to analyze data faster, recognize patterns, and better support strategic decisions.
Our goal is still the same:
Ensuring your website remains findable. Remains relevant. And remains attractive in a world where AI plays an increasingly large role.
