In the United States, more than 30% of searches now run through AI tools such as ChatGPT. In the Netherlands too, the use of AI as a source of information is growing at breakneck speed. Young people, but also business owners and decision makers, increasingly put their questions to an AI assistant instead of to Google. That means something fundamental for you as a business owner. Where Google gave you a list of links, ChatGPT gives a ready-made answer straight away. Are you not mentioned in it? Then you simply do not exist at that moment of searching. And that costs you customers.
How your customer searches through ChatGPT and why that differs from Google
Imagine: you are a training provider, an installer or a software company. You think: “Surely my customer just searches through Google?” But that is changing. Example 1 (the ‘traditional’ Google approach): Search query: “buy sustainable coffee machine Eindhoven”
Result: a list of ads and links the customer has to click through. Example 2 (the ‘new’ ChatGPT/AI approach): Prompt: “What is a good sustainable coffee machine under 200 euros, and where can I buy one in Eindhoven?”
Result: a clear, ready-made answer with recommendations. Are you not mentioned in it? Then you are invisible.
Google AI arrives in the Netherlands
Google has now launched AI Overviews: users get an AI-generated summary of the answer right at the top of the search page. And that means fewer clicks through to websites, and therefore less chance of standing out, unless your content forms the basis of that answer. So make sure your content is factually sound, well structured and matched to the questions your audience is asking. Only then do you stand a chance of ending up in the answers from ChatGPT and Google AI.
How do you make sure your business becomes (and stays) findable in AI search engines?
1. Build strong, reliable content
AI systems rely on content from authorities. If your content is not well put together, you get left out. What works:
- Answer-focused blogs with depth and reliable knowledge (so no ‘AI-generated junk’)
- Clear explainer pages such as Have a WordPress website built
Write as if you are talking directly to your customer. No frills, no jargon. Just clear and helpful.
2. Structure matters more
Good content is not only strong in substance, it is also logically built up. Use clear headings, short paragraphs, bullet lists and good subheadings. AI does not read walls of text, so make it scannable.
3. Content clusters work
Do not write one blog and hope it works. Build entire clusters of content around your areas of expertise. Do you offer a webshop service? Then publish blogs about conversion, security, payment methods and so on. That is how you show: we are the expert.
4. E-E-A-T: the winning formula for AI findability
Google and ChatGPT assess content on the basis of four values:
- Expertise
- Experience
- Authoritativeness
- Trustworthiness
Make sure you work these values into your content. Show that you know what you are talking about and that others recognize it too. In our blog SEO trends for 2025 we went deeper into E-E-A-T and how you can apply it, read the full blog here →.
Using AI content? Smart, but do it deliberately
Anyone can create content with AI these days. But not everyone does it well. What does work:
- Using AI as a starting point (it saves time)
- Editing and additions by an expert
- Adding real-world examples
What does not work:
- Publishing texts without review
- Generic content with no direction
- Over-optimizing for SEO
Use AI to work faster, but never lose sight of what makes your company uniquely valuable.
Do not forget the technology behind your website
Content is step one. But if your website is not technically sound, 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 work logically?
Have your site built by a company that knows what it is doing. One that does not just go for ‘pretty’ but for effective and findable. Like us at JKC, an internet agency based in Eindhoven.
Ready to boost your findability?
AI is changing the rules of the game. If you do not move with it now, you will fall behind. Fortunately, you do not have to do it alone. At JKC we help companies with strategy, content and technology that works, for Google and for ChatGPT. Whether you want to be found better with your services or want to have a new WordPress website built, we are happy to help. Get in touch →
