For years, SEO was a pretty straightforward game: you analyse keywords, produce content, build backlinks - and if everything goes well, you get found on Google. But with the rise of AI-based response systems like ChatGPT, Copilot or Google Gemini this game changes radically.
This is because these systems do not work like traditional search engines. They spit no hit lists frombut deliver a direct answer - and decide for yourself, which content, brands or products are mentioned at all.
This means:
"Visibility" is shifting from the search engine to the response engine.
And that has far-reaching consequences.
Content is important - but not enough
In the past, you could occupy a niche with good advice content and generate long-term traffic. Today, that's no longer enough. Because:
- AIs like ChatGPT often quote content without citing the source.
- Many users rely on the first answer - without doing any further research.
- Links in AI responses are Rare and selective.
- The Brand or the product that is namedis what stays in your head.
In short: You must not only deliver contentbut be present as a brand - also in the AI context.
The new visibility: mentions instead of rankings
The crucial question is no longer:
"How do I get to number 1 on Google?"
But rather:
"Am I even mentioned by the AI - and if so, in what context?"
This is particularly relevant for products, SaaS tools, agencies or service providers. Because in typical user questions such as "What are good tools for email marketing?" or "Which providers are there for SME SEO?" is decided by the AI, which brands appear in the answer.
This is not classic search engine optimisation - this is Brand positioning in AI systems.
Brand management becomes the new SEO
In this new reality, traditional brand work is regaining importance:
- RecognitionOnly those who are known as a brand or have a thematic presence are more likely to be included in AI responses.
- Topic authorityWhoever regularly provides high-quality, specialised content in one area is more likely to be cited.
- Reputation & MentionsWhoever is referenced by other websites, media or communities has a better chance of appearing in the AI context - with or without a link.
Incidentally, that's also one of the reasons why we say that at Trackboxx: Content needs more than keywords - it needs strategic anchoring.
What you can do now
To become visible in AI systems such as ChatGPT or Gemini, it is not enough to simply "do SEO". You have to make your company or product Establish as a relevant response.
Here are a few ideas:
- Position your brand clearlyNot to be a bit player everywhere, but to be really relevant in one area.
- Create content with high recognition valueFor example, through clear opinions, distinctive perspectives or data-based statements.
- Use platforms that AIs can accessMany systems draw on publicly accessible, structured content (Bing, Wikipedia, specialised portals, etc.).
- Observe where you are already mentioned - e.g. in ChatGPT responses or via UTM parameters such as chatgpt in your Trackboxx web analytics.
Conclusion: keywords no longer bring you into focus alone
If you want to be visible in the world of artificial intelligence, you must be more than just a well-optimised landing page. You must be an answerthat an AI can name with a clear conscience - and this can only be achieved by:
- thematic authority,
- continuous brand work,
- strategic content anchoring.
The future of visibility does not belong to those who shout loudly - but to those who do, that are considered trustworthy.
