SEO is changing faster than ever. Where it used to be mainly about keywords and backlinks, the landscape in 2026 is much broader. AI models are shifting the focus from simply being found to delivering truly relevant and trustworthy content. Companies that publish with user intent in mind, stay up to date, and structure their content well have a clear advantage—not only in search engines, but also in AI-driven answers. Our SEO specialists, Matthijs and Thomas, share their vision on the most important changes.
SEO is increasingly about GEO (Generative Engine Optimization). Matthijs explains: “In 2026, it’s no longer just about being found, but about creating content that AI models use as a source for answers. For companies, this means website content must be not only informative, but also driven by user questions. Answering customer questions—through FAQs, for example—becomes essential.”
Strong SEO leads to strong GEO. If your website is technically sound and the content is well structured, AI is more likely to use your content as a source.
AI is increasingly taking over the role of traditional search engines. Thomas explains: “Search engines are no longer just ten blue links. You now see direct answers, carousels, and other elements. If you type ‘2+2’, you immediately see ‘4’, without having to open a link.”
Matthijs adds: “Google wants to deliver a better user experience with AI-powered answers. That makes a broader approach essential: technology, content, branding, and aligning with customer questions.”
In 2026, success is no longer measured by the number of visitors to your website, but by the credibility of your brand. Thomas explains: “AI systems favor reliable and authoritative sources. Companies that demonstrate their expertise, communicate transparently, and build a strong reputation are more quickly recognized as authorities. That authority makes it more likely that AI will select or use your content in generated answers.”
Content is no longer a one-off task. Thomas says: “Companies need to think from the customer’s perspective. That means high-quality content that answers questions, for example through blogs or FAQs. In addition, your website needs to be accessible to AI so your content can be used more quickly as a reliable source.”
However, there is no standard way to be mentioned in AI-generated answers. Matthijs explains: “It’s difficult to measure exactly which companies AI mentions, because the same prompt often produces different answers. What does help is delivering strong SEO, creating question-and-answer–driven content, and using structured data.”
