From Search Engine Optimisation to Search Everywhere Optimisation.
SEO used to mean one thing: getting your website to rank high in Google. Period. But that’s not how people search anymore. We scroll on Instagram. We TikTok our way to tips. We check YouTube for explanations. And yes, we increasingly search through chatbots like ChatGPT.
Google is still the biggest player in search. 87% still prefer Google over ChatGPT, but it is rapidly losing ground. That’s why today we no longer talk only about Search Engine Optimisation, but about: Search Everywhere Optimisation
First things first: the basics still aren’t sexy (but they’re crucial)
Before we make it fancy: no, the fundamentals haven’t changed. A slow, poorly structured website won’t rank, no matter how hard you try. The basics still matter: your website needs to load fast (you can easily test this with Google’s PageSpeed Insights), have a logical menu structure, and tell a consistent story throughout the user journey. Only when that foundation is solid can you start thinking about where and how you want to be found.
SEO is no longer about keywords, but about questions
People used to search for things like “SEO agency.” Today they type: “How do I keep my website visible now that everyone searches through AI?”
Well-written SEO content feels less like an optimized landing page and more like a good conversation. You answer questions. Completely. Clearly. Without beating around the bush.
Think less in keywords, more in topics. That means:
- Adding extra context
- Explaining examples
- Including an FAQ at the bottom of your page
- Adding a video or visual
Your content should be written for people first, not for Google.
Conversational search: people talk to search
People don’t just search anymore. They talk to their screens. Full sentences. Sometimes half essays.
Search has become conversational and your content needs to follow.
That means:
- Write the way you speak
- Use clear headings
- Avoid fluffy wording
- Choose clarity over “impressive” language
If your text sounds like it was approved by Legal… people will drop off. And when algorithms notice your content isn’t being read, it affects your visibility. That can snowball and impact the rest of your content as well.
If you don’t use AI, you’re lying
So what’s the problem with AI? AI always sounds confident even when it’s selling nonsense. Made-up sources. Incorrect statistics. Quotes that never existed.
Don’t make the mistake of blindly copying AI-generated content. Use AI to define a concept, brainstorm, or explore creative angles but don’t let it be responsible for your final texts or strategy. That’s still your job.
Use AI to:
- Brainstorm
- Create a first draft
- Find structure
Using AI well = working harder than your competitors (sorry)
People who use AI properly:
- Fact-check every claim
- Verify numbers
- Rewrite using their own expertise
Yes, that takes time. But platforms reward high-quality, updated content over fast, shallow content.
Think of it as maintenance for your website. No one wants a car that hasn’t been serviced in five years. Your content is no different.
Is your website ready for AI?
Content is still king. That hasn’t changed. But you also want to make it as easy as possible for algorithms to understand your content.
That’s where structured data comes in a way of telling search engines what type of content they’re looking at. For example:
- This is an article
- This is an FAQ
- This is the author
- This is a product
But also: who wrote the text, when it was last updated, what each image represents, and much more.
So where on earth do you even start?
This can feel overwhelming. Websites, loading speed, mobile optimisation, SEO, AI-proofing, dashboards, tracking… your head fills up faster than your Chrome tabs.
But here’s the thing: it doesn’t have to drain your energy.
At MySueno, we take that complex, technical stuff off your plate. So you can focus on what you do best: running your business.
Here’s what you can always expect from us:
- Fast-loading websites
- Mobile-friendly design
- SEO- & AI-proof structure
- Seamless integration with your Google tools
- And most importantly: a website you’re proud of, built on a clear strategy and story
Working in Sport or Health?
Then we probably speak the same language. We started MySueno because we noticed that sport and health organisations often sit in a separate corner: different sensitivities, different regulations, different audiences, different dynamics. That requires more context, more sector understanding, and less copy-paste marketing.
Feel like sparring about your next challenge?
