In the United States, over 30% of search queries are now conducted via AI tools such as ChatGPT. In the Netherlands, too, the use of AI as a source of information is growing rapidly. Young people, as well as entrepreneurs and decision-makers, are increasingly asking their questions to an AI assistant rather than Google.
This has fundamental implications for you as an entrepreneur. Whereas Google provided you with a list of links, ChatGPT gives you a ready-made answer right away. If you aren’t mentioned in that answer, you simply don’t exist at that moment of the search. And that costs you customers.
How your customers search using ChatGPT and why it's different from Google
Imagine this: you’re a trainer, an installer, or a software company. You might think, “My customers just search on Google, right?” But that’s changing.
Example 1 (“traditional” Google approach):
Search query:
“Buy a sustainable coffee machine in Eindhoven”
Result: a list of ads and links that the customer has to click through.
Example 2 (“new” ChatGPT/AI approach):
Prompt:
“What’s a good, eco-friendly coffee maker under 200 euros, and where can I buy one in Eindhoven?”
The result: a clear, ready-made answer that includes recommendations. If you aren't mentioned in it, you're invisible.
Introduction of Google AI in the Netherlands
Google has now launched AI Overviews: users see an AI-generated summary of the answer right at the top of the search results page. This means fewer clicks to websites—and therefore less chance of standing out… unless your content forms the basis of that answer.
So make sure your content is accurate, well-structured, and addresses the questions your target audience is asking. Only then will you have a chance of appearing in the answers provided by ChatGPT and Google AI.
How can you ensure that your business is (and remains) discoverable in AI search engines?
1. Create strong, reliable content
AI systems rely on content from authoritative sources. If your content isn't well-structured, you'll be left out.
What works:
Write as if you were speaking directly to your customer. No frills, no jargon. Just clear and helpful.
2. Structure is more important
Good content isn’t just substantive; it’s also logically structured. Use clear headings, short paragraphs, bullet points, and effective subheadings. AI doesn’t read long blocks of text—make it “scannable.”
3. How Content Clusters Work
Don’t just write a single blog post and hope it works. Build entire clusters of content around your areas of expertise. Do you offer an e-commerce service? Then publish blog posts about conversion, security, payment methods, and so on. That way, you’ll show that you’re the go-to expert.
4. E-E-A-T: The Formula for AI Discoverability
Google and ChatGPT evaluate content based on four criteria:
- Expertise
- Experience
- Authority
- Reliability
Make sure to incorporate these values into your content. Show that you know what you’re talking about and that others recognize this.
In our blog
SEO Trends for 2025 we also took a closer look at E-E-A-T and how you can apply it,
Read the full blog post here →.
Using AI-generated content? Smart—but with caution
These days, anyone can create content using AI. But not everyone does it well.
What does work:
- Use AI as a starting point (saves time)
- Edited and supplemented by an expert
- Add real-world examples
What doesn't work:
- Publishing unedited texts
- Generic content without a clear focus
- Over-optimizing for SEO
Use AI to work more efficiently, but never lose sight of your unique value as a company.
Don't forget the technical side of your website
Content is the first step. But if your website isn't technically up to par, no search engine will pick up your information.
Checklist:
- Is your site mobile-friendly?
- Does your website load fast enough?
- Have you added structured data?
- Do your menu and navigation make sense?
Have your website built by a company that knows what it’s doing. One that doesn’t just go for “pretty” but
effective and
searchable. As we at JKC,
web design agency based in Eindhoven.
Ready to boost your visibility?
AI is changing the game. If you don’t adapt now, you’ll soon fall behind. Fortunately, you don’t have to do it alone.
At JKC, we help businesses with strategies, content, and technology that works—for both Google and ChatGPT. Whether you want your services to be more discoverable or are launching a new
Want to have a WordPress website built, we're happy to help.
Contact us →
