Who is this blog for?
This blog is meant for B2B business owners, marketing managers and organizations that depend on being found online. For companies that notice SEO is changing, but are still working out what that means in practice. And for anyone who wants to be prepared for how AI-driven search, such as Google AI Overviews, changes the rules of the game.
Why this is relevant right now:
Search is changing fundamentally
Search is changing fundamentally. Where search engines used to show mainly lists of links, they now increasingly give direct answers. AI plays a leading role in that. It means classic keyword strategies are no longer enough on their own.
Why does this matter most for B2B?
B2B search behavior goes deeper and takes longer. Decision makers are not looking for quick answers, but for context, evidence and certainty. AI systems give priority to exactly that. If you write content that answers those questions well, you improve your chances of appearing in AI Overviews.
Where GEO (Generative Engine Optimization) comes into play
Alongside SEO, GEO, or Generative Engine Optimization, is playing an ever larger role. Where SEO is about being found in search results, GEO is about becoming visible inside AI-generated answers such as Google AI Overviews. AI systems select content that offers context, answers questions completely and is well structured. It is that combination that makes content not only get found, but also get used as a source in AI answers.
The rise of AI Overviews and AI Mode in Google
Google keeps rolling out AI Overviews further, including in the Netherlands. What you see there is Google formulating answers itself based on multiple sources. Websites that are clear, well structured and strong on substance are used as a source more often. This connects directly to what we mentioned in earlier blogs:
- In our blog from January we showed that in 2026 content only works if it contributes to authority, findability and concrete results, without creating extra work for business owners.
- In our blog from November we already showed that SEO in the AI era is shifting from commercial copy to content that offers structure, context and direct answers.
The new angle? Not just writing for Google, but writing for the AI that Google uses.
Why prompt research is becoming more relevant than classic keyword research
AI does not look at individual words, but at coherence and meaning. That means content covering several aspects of a question fits better with how AI assembles answers. Instead of trying to “capture” a single search term, it is about fully understanding and answering the underlying problem. For B2B companies this means that content which genuinely helps is the content that wins. Not by focusing on individual search terms, but by outlining problems, offering context and presenting clear solutions. It is that substantive approach that increases your chance of visibility in AI search results and builds authority and trust.
| Keyword research | Prompt research |
| Short search terms | Long, natural questions |
| Aimed at rankings | Aimed at the AI answer and context |
| SEO-focused | AI output & visibility in answers |
The Dutch search engine market: what has already changed?
The impact of AI-driven search is now visible in the Netherlands too. Google shows AI Overviews more and more often, assembling answers directly from various sources. Data from SEO tools such as SE Ranking shows that informational pages in particular play an important role here. Content that explains clearly and offers context is used more often as the basis for AI answers. Structure also turns out to be a decisive factor. Pages with clear headings, easy-to-scan lists and tables are better understood by AI systems and therefore stand a better chance of being included in AI Overviews. Commercial landing pages, which are mainly aimed at selling, appear far less often. This underlines once again that the focus is shifting from selling to helping. This confirms what we already see in practice.
How do you improve your chances of appearing in AI Overviews?
How do you make sure AI understands your content?
By writing clearly and adding structure. Start every paragraph with a clear question and answer it right away.
How important is structured data?
Structured data helps AI interpret content faster. Think of FAQ schemas, tables and clear bullet lists.
What works in practice?
- Write in question-and-answer form
- Use short, clear paragraphs (50-60 words)
- Work with tables and lists
- Add concrete figures and statistics
How do we do this at JKC?
- Structuring content around real questions from the market
- Using tables, lists and FAQ sections
- Backing things up with data and statistics
- Focusing on informational value, not sales copy
The result? Several JKC clients now appear with their content in AI Overviews, which gives them visibility in a place where competitors are not yet present.
Conclusion: from keywords to prompts
If you keep thinking in keywords, you miss opportunities. If you think in questions and context, you win visibility. AI Overviews are becoming increasingly important in the search process. They determine which content gets seen and which does not. Companies that act on this now are building a head start. Want to take your company to the next level and become visible in GEO and AI Overviews? Request a quote and we will show you where your opportunities lie.
What can you do right now?
The first step starts with your existing content. Take a critical look at it. Are you really answering the questions your audience has, or are you mostly busy working in search terms? In a world where AI assembles answers, the content that wins is the content that explains problems and offers context. So dare to think beyond traditional keyword lists. Focus on the questions customers ask during their research phase and give clear, substantive answers to them. That way you not only increase your visibility in AI Overviews, but also build trust and authority, before anyone even gets in touch with you.
Frequently asked questions about AI-driven search
Is SEO disappearing now?
No. SEO is changing. Technology and findability remain important, but content and context take on a bigger role.
Do I have to adjust my content for AI Overviews?
Yes. Content needs to become clearer, better structured and more question-driven to stay relevant.
How do I know whether I am being found in AI Overviews?
By monitoring with tools such as SE Ranking and by analyzing whether your content is used as a source in AI answers.
