Search behaviour changes. Fast.

Users will already get their answer on the search results page. No more click needed. Google's AI Overview shows a summary of reliable sources, often with citations. According to Neil Patel , satisfaction with Google Search has increased from 37.4% (June 2023) to 75.1% (February 2025) as a result.

Smarter and faster searching. But what does this mean for your website?

If you want to be found well, you have to write not only for people, but also for AI. Or rather: AI is your most important visitor.

AI models want to:

• Detailed and reliable information, logically structured and well structured;
• Accessible content, readable for all users and AI systems;
• Fast loading times, because slow sites take too much processing time for chatbots;
• Context, not just keywords – so answers to real questions.
  
  

🧠 Tip: Use the principles of "Writing for the brain" to make texts attractive and understandable.

1. Write for questions, not keywords
   Google and AI tools recognise content that fits well with the user's demand. So think in terms of questions and answers instead of just keywords. Use nested Q&A formats, headings, and clear context.
2. Structured data is your friend
   Structured data helps AI understand your content and use it as a source. Learn more about structured data.
3. Establish authority and trust
   AI relies on sources with backlinks, reviews, and mentions. Let real customers have their say, collect reviews (e.g. via Trustpilot), and make sure you are known as an expert.
4. Make your site accessible
   Accessibility is crucial. Not only for humans, but also for AI. Comply with the new EU legislation (WCAG) – read our article on this.

Keep it fast and light

Optimize your code (CSS), avoid overcrowded pages and heavy elements. Chatbots avoid slow sites – and so does your human visitor.

The traditional click-through-rate is no longer sacred. It's all about engagement now: does your content really help? Does it answer the question? Is it pleasant to read? Is your page logically structured and does it offer extras such as infographics, short videos or tools?

Then there is a good chance that AI will name you as a source – and that users will still click through.

The great thing? What is good for AI is often also good for humans.
An accessible, fast, clear website that helps and convinces not only scores with the algorithms, but also with your flesh-and-blood visitor.

Have your site scanned for AI eligibility for free.
Basic Orange offers a free AI scan, in which we examine how well your site performs in AI search environments and what it takes to become more visible.

The first step to maintaining – or even growing – your organic traffic in the age of zero clicks.

View the AI Scan of Basic Orange