Forget keywords! This is how B2B SEO works in the age of Google Gemini-Eeat: The secret for top rankings

The future of search engine optimization: How artificial intelligence (AI) rewrites the rules of the game (2025 and beyond)

The world of search engine optimization (SEO) is in change. What was still going on yesterday may be outdated tomorrow. The driver of this rapid change is the artificial intelligence (AI), which not only revolutionizes the algorithms of search engines such as Google, but also user behavior and the way we find and consume information on the Internet. In order to be successful in 2025 and beyond, companies and SEO experts have to understand the new rules of the game and adapt their strategies accordingly.

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Google's answer to the AI ​​revolution: Quality and user orientation remain the trump card

Google has clearly signaled that quality and user orientation remain the top priorities - regardless of whether content was generated by people or by AI. The use of automation, including AI, to create content is generally acceptable as long as the main purpose does not consist of manipulating search rankings in an unfair manipulating. Google does not tolerate content that violates its spam guidelines.

Google's ranking systems are designed to reward original, high-quality content that demonstrates the criteria of EEAT (Experience, Expertise, Authoritative Equity, Trustworthiness). However, contents of low quality, which are classified as spam or are misleading, will not achieve good performance.

Google does not require a labeling of AI generated texts, but recommends a review by human editors before publication. The focus should be on the creation of “People-First” content that offers users added value and original information. Keyword-Stuffing should be avoided and instead attention should be paid to natural readability.

EAT: The foundation for trust and credibility in the AI ​​age

Eeat's criteria play a crucial role in the context of AI-generated content. Eeat is Google's framework for evaluating the quality and credibility of content. Purely AI-generated content often lacks real experience and may have difficulty demonstrating expertise, authority and trustworthiness without human supervision.

Experience

The presentation of real applications, case studies and personal anecdotes. AI generated content often cannot do this because they have no personal experiences.

Expertise (expertise)

The indication of authors' qualifications, the underpinning of allegations with trustworthy sources and the implementation of your own research. AI can collect information, but it has no formal qualifications or specialized training.

Authority (Authoritativeness)

The establishment of a strong backlink profile of viewed websites and a positive reputation. AI alone cannot build reputation or recognition.

Trustworthiness

Ensuring accuracy, transparency, clear sources and a secure website (https). AI can generate incorrect or biased information.

Human processing and facts are essential to ensure that AI content meets the EEAT standards. Originality and the provision of a unique added value that goes beyond the mere rewriting of existing content are of great importance for Google. Google rewards original content that offer unique insights and sensible additions to information already available online. AI can be used for brainstorming and design creation, but adding original thoughts and a human note is essential. Content should fill competitive gaps and address the needs of users comprehensively. It should be avoided to simply reverse or summarize information that already exist.

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The further development of Google's search algorithm: Ai Overviews and Google Gemini

“Ai Overviews” and “Google Gemini” are important AI-based functions that change the presentation of search results.

Ai overviews

This function offers AI generated summaries at the beginning of the search results and summarizes information from various sources. The aim is to provide quick and comprehensive answers, which potentially leads to more “Zero-Click” search. The summaries contain links to the sources used and can appear in various formats such as snippets, short articles, lists and link cards. AI overviews influence the click-through-through rate (CTR) of organic search results, especially for information queries, but also offer new opportunities for websites quoted in the overviews. The optimization for AI OverViews includes the creation of high-quality content that answered user questions directly, use a clear structure and schema markup and build up thematic authority.

Google Gemini

This advanced AI model is integrated into Google's search technology. It has multimodal skills and can process and generate text, images, videos and audio. Gemini aims to better understand the search intention and provide more direct answers, which could lead to a further increase in the zero-click results. SEO for Gemini requires ongoing SEO practices that aim at conversational phrases, improve the readability of content, demonstrate EEAT and use schema marks. It emphasizes the necessity of omnichannel-seo strategies and focuses on understanding the user generation beyond pure keywords.

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The changing landscape of traditional SEO strategies

AI influences established SEO tactics and the opinions of SEO experts on these changes are diverse. AI is forcing a shift from keyword stuff to optimization for user-oriented content that offer added value and of course answer questions. The generative engine optimization (GEO) and the optimization for AI-supported searches are becoming increasingly important. AI-overviews are expected to dominate the SERP rankings, which forces content manufacturers to structure their materials so that AI can easily extract and display key information.

Many SEO experts see the main advantage of AI in the automation of recurring tasks such as keyword research and meta-tag optimization. AI tools can help with keyword research, content creation, technical audits and competitive analysis and thus make the SEO more efficient and precise. However, human expertise remains essential for creativity, strategy and the connection to the audience. AI is a tool for improvement, not to replace human efforts. The concentration on high quality, authoritative content that demonstrates EEAT is more important than ever in the age of AI.

Some experts predict a decline in organic traffic from the traditional search due to AI-overviews and the rise of “reply machines”. The definition of SEO could shift from “search engine optimization” to “search engine optimization everywhere”, which emphasizes the need for a presence on various platforms on which the target group is on.

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More about it here:

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Adaptation of the SEO strategies for the AI ​​age

In order to be successful in the AI ​​age, companies have to adapt their SEO strategies. Among other things, this includes the following areas:

Technical SEO

It remains crucial to ensure that websites are technically flawless and can be easily crawlable for traditional search engines as well as for AI-based systems. The optimization of the side speed and mobile responsiveness is essential for the user experience and ranking. The implementation of structured data and schema-markup helps KI to understand the content context and improve the chances of appearing in Rich results and AI overviews. A clear side architecture and navigation are important for both users and AI crawler. AI tools can help with technical SEO audits by identifying problems such as defective links and slow side speeds.

Local SEO

Hyperlocal targeting is becoming increasingly important because Google is becoming increasingly specific with the search results. The commitment to the community and local mentions could have more weight than traditional backlinks. AI cannot replace user -generated content for local companies; A personal grade is still required. Detailed, high -quality customer reviews are more important than pure star reviews, and Google's AI can even display excerpts from reviews in featured results. The optimization of the Google company profile (GBP) with exact and complete information, including visuals and customer communication, is crucial for AI recommendations. Speech -search optimization with natural language and conversational keywords is becoming increasingly important for local search queries. AI-supported search engines could begin to display content from social media platforms in order to achieve more rich local search results.

B2B SEO

B2B companies have to use AI technologies to improve rankings and optimize content creation. The focus should be on the creation of high -quality, informative and expert -based content that precisely addresses the user system. AI can help identify content gaps and trend topics so that B2B companies can create targeted and valuable resources. The structure of trust through thought leadership content, case studies and customer references is crucial. SEO shifts from keywords to influence, and brands that are mentioned by AI will probably win because users trust AI sources. The concentration on the mid and bottom funnel content that the buyers address who are about to make a purchase is important. B2B-SEO strategies can improve the use of AI for personalized experiences and the analysis of customer behavior.

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The role of multimedia content (pictures and videos) in the AI-based search

Visual and video content are becoming increasingly important in the context of AI-based search results and SEO strategies. The multimodal search is becoming increasingly important because AI understands information about text, image, video and audio searches. The optimization of images with high quality and detailed metadata is crucial. Video content is very appealing and can increase the length of stay, attract more backlinks and social shares. The optimization of video titles, descriptions, tags and transcripts with relevant keywords is essential for the video SEO. AI can help with the creation and optimization of video content, including the generation of summaries, subtitles and the improvement of visuals. The visual search functions increase and encourage companies to optimize images with old text, captions and file name conventions. AI overviews can contain visual answers with pictures and videos.

Personalization of search results through AI and their effects on SEO

AI-based personalization influences SEO strategies and companies can use them to increase their visibility. AI algorithms personalize search results based on user history, location, interests and behavior. This means that users can see different search results for the same search query. SEO must concentrate on creating content that address specific target groups and meet their search intention. The use of user data and AI tools can help to create hyper-personalized experiences. The optimization for local search is crucial because personalization is often based on the user's location. The establishment of a strong backlink profile and ensuring a seamless user experience remain important factors for personalized SEO. The personalized search can improve customer loyalty and offer opportunities for uppseling and cross-selling.

Success stories: companies that master the AI ​​revolution

Companies and SEO agencies adapt their strategies to be successful in the age of AI. There are numerous examples of companies that use AI for content generation, keyword research and SEO optimization. Case studies show an increase in organic traffic, sales and improved ranking by AI-based SEO strategies. SEO agencies use AI for tasks such as research, data analysis, content ideas finding and workflow efficiency to increase the success of their customers. Companies use strategies to optimize AI overviews and other AI-based search functions. There are also examples of the use of AI chatbots and virtual assistants to improve user experience and to provide personalized support.

The SEO landscape of tomorrow

The integration of artificial intelligence changes the search engine optimization fundamentally and sustainably. Companies and SEO experts have to adapt their strategies to be successful in this new era. The focus shifts from traditional, often manipulative tactics to a holistic approach that focuses on the quality of the content, the intention of the user and the EEAT criteria.

The introduction of AI-supported search functions such as AI Overviews and Google Gemini requires a rethink in content creation and optimization. Multimodal content and the personalization of search results are becoming more important. AI is a powerful tool that automatically and provides repetitive tasks and provides valuable insights, but cannot replace human expertise.

The successful SEO strategy of the future will be a combination of traditional SEO knowledge and intelligent use of AI tools. Continuous learning, experimenting and the unconditional focus on the provision of an extraordinary added value for users are crucial in order to remain competitive in an increasingly dominated environment.

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Understand AI as an opportunity, not as a threat

The AI ​​revolution in SEO is not a threat, but an opportunity. Companies that understand the new technologies and adapt their strategies accordingly will be able to increase their visibility, generate more traffic and ultimately increase their business success. The key is to use AI as a tool to improve your own skills and to focus on the creation of high -quality, user -oriented content that offers real added value. The SEO landscape is more dynamic than ever, and if you are willing to adapt and learn, will continue to be successful in the future.

Additional thoughts and considerations:

The meaning of data

AI-supported SEO requires access to large amounts of data in order to recognize patterns and trends and create personalized experiences. Companies must ensure that they collect, analyze and use the correct data to optimize their SEO strategies.

Ethical aspects

The use of AI in the SEO also raises ethical questions. Companies must ensure that they use AI responsibly and do not apply techniques that deceive or manipulate users. Transparency and honesty are more important than ever in the AI ​​age.

The role of humanity

Although AI can automate and improve many tasks, the human note remains essential. Creativity, empathy and strategic thinking are skills that AI cannot replace. The best SEO strategies are those who combine AI with human expertise.

Continuous training

The world of AI and SEO is constantly changing. Companies and SEO experts have to continue their training in order to stay up to date and to be able to use the new technologies and strategies effectively.

The future of SEO is exciting and challenging at the same time. Anyone who is ready to engage in the changes and understand AI as an opportunity will be able to be successful in the developing search landscape and to use the advantages of the new technologies.

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