More and more people are using AI chatbots
In fact, AI chatbots are becoming so popular that 1 in 4 people in Flanders and the Netherlands now regularly use generative AI. There are several important reasons for this:
AI chatbots provide fast, contextual answers to complex questions.
AI chatbots give detailed and personalised answers.
AI chatbots offer an interactive search experience through conversation.
AI-chatbots are a new channel in the customer journey
The way people search is changing. We are moving from one-way traffic to conversational search, an advanced method that uses natural language processing to understand queries and provide relevant results. An increasing number of companies are helping their customers to find information efficiently on their websites.
People are increasingly using AI chatbots. This is why AI-driven searches are playing an increasingly important role in the customer journey. If your content is not optimised for AI searches, you risk becoming invisible to a growing segment of your target audience.
You can gain an advantage over competitors
GEO is still quite new, and many companies have not yet explored it. By focusing on GEO now, you can gain a competitive advantage over those who are only focusing on SEO.
Focusing solely on traditional SEO is not enough.
GEO is a complementary strategy, not a replacement for SEO. SEO remains crucial, particularly given the decline in CTRs of organic search results due to the increased use of AI search and Google's focus on AI Overviews (AIOs).
Furthermore, Google itself is focusing on AI search with AI Overviews (AIOs) — generative AI answers that appear at the top of organic search results. These answers also mean fewer people click through to the organic search results.
At the time of writing (June 2025), Google is rolling out AIOs in Belgium and the Netherlands. AIOs are already visible for mainly informative search queries.
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