How AI is changing search behavior.

Traditional search is losing ground

• 71.5% of users have already used AI search tools - 14% use them daily.
• Google integrates AI overviews: 13% of search queries are already answered directly by AI - without clicking on a website.
• 65% of Google searches end without a click ("zero click"), and this figure rises to 77% on mobile devices.
• Search behavior is becoming more dialogical: users ask entire questions instead of entering keywords.

That means for you: If you want to be visible in the future, you have to offer content that answers real questions - quickly, in a structured and understandable way.

Who uses AI search - and how?
Younger target groups in particular use AI search intensively. Gen Z even formulates 43% of their search queries as complete questions. For companies, this means that content must be geared more towards user intent than classic keywords.

What does this mean for your SEO strategy?
Classic SEO remains important - but is no longer enough on its own.
Semantically structured content with real added value is becoming increasingly important.
Featured snippets, structured data & FAQ areas are key levers.
Content must not only be informative, but also machine-readable.

GEO is the new SEO
In addition to search engine optimization (SEO), GEO - Generative Engine Optimization - is now becoming crucial:

→ Your content must be structured in such a way that it is "understood" by ChatGPT & Co. and taken into account in the responses.

This means:

• Answers to frequently asked questions
• Clear structure and meaningful subheadings
• Comprehensible language, even for complex topics
• Topicality and technical readability

Conclusion: Visibility needs new strategies
Websites are no longer static business cards - they are an active communication channel. Those who rely on AI-optimized content now not only ensure visibility, but also future viability.