When the Internet Foundation published Swedes and the Internet 2025 in September, we got it in black and white that four out of ten Swedes use AI tools. Half of them turn to AI instead of Google in certain situations.
Shortly afterwards, Google AI Mode was launched in Sweden. The AI response is now included directly in the search results and summarises information from several sources before the user has even had time to click further.
This is not a minor adjustment to the margins. It is a shift in how search is perceived and how visibility actually works.
Those of you who read my blog about June’s Core Update will recognise the pattern. Back then, it was about how Google adjusted the valuation of content in organic results. Now it’s about how the answer itself is presented. The mechanics are changing, but the principle remains the same. Quality, clarity and credibility are at the heart of it all.
For those who run a website, this means that the playing field has changed. It is no longer just about ranking in the top ten. It is about becoming part of the answer itself.
What we are seeing with AI search right now
Complete and clear answers win
As with the latest Core Update, we are seeing that content that truly answers the search query is receiving increased exposure. AI search tends to pick up texts that are educational, clear and can be broken down into short, understandable paragraphs. It is not enough to have the right facts. They must be presented in a way that makes them easy to understand and use.
Structure beats excesses
Headings, clear sections and logical division make it easier for AI to interpret and quote the content. Long blocks of text without clear division are more difficult to process. Structure is not an aesthetic detail. It is a prerequisite for being interpreted correctly.
Authenticity and expertise carry more weight
We already saw in the June update that genuine content and clear expertise are rewarded. The same applies here. AI search leans towards sources that demonstrate experience, identify the sender and can substantiate their claims. E E A T is no less important in an AI environment. If anything, it is more visible than ever.
Fewer clicks place higher demands
In some searches, the user gets their answer directly in the AI box. This means that simpler questions do not always generate traffic. To win clicks, the content needs to offer more than just a quick definition. In-depth information, examples and clear context are crucial.
Don’t underestimate the basics
It is easy to believe that AI search requires a completely new strategy. In practice, it still rests on the same foundation as traditional SEO.
A website needs to be indexable, have relevant metadata, a well-thought-out internal link structure, and external links from credible sources. The technical structure and quality of the content are still crucial.
The difference is that the exposure looks different. Your content is broken down into short paragraphs and used as building blocks in a larger response. If you have already worked methodically with SEO, you are on solid ground.
Structure is key
Meta titles, meta descriptions and H1 tags help both traditional search engines and AI understand the main focus of the page. The meta title should reflect the search intent and capture the essence of the content. The meta description should explain the value, not just stack keywords. Level two and three headings divide the text into logical sections.
An effective approach is to formulate headings as questions and then answer them directly in the first sentence. The reasoning can come afterwards. This increases the chance that this particular sentence will be picked up and used in an AI-generated response.
It is also important not to hide key elements in drop-down menus or hidden content. Generative tools do not always render everything.
Structured data can further enhance understanding. When information about products, prices, FAQs or events is correctly labelled, it becomes easier to interpret.
Language plays a greater role than before
While traditional SEO has long been about keywords, AI search is more about meaning and context. This requires clear and accurate language. One thing at a time. Short sentences that can stand on their own.
When a sentence is so clear that it can be taken out of context and still be understandable, the chance of it being used as a source increases. That’s where precision becomes crucial.
It’s not about writing more simply. It’s about writing more clearly.
Technology remains the foundation
AI changes how the answer is presented, but not the underlying technical requirements. Core Web Vitals continue to carry significant weight. How quickly the page loads, how quickly it responds to interaction, and how stable the layout is during loading all affect the overall assessment.
A slow or unstable website not only provides a poorer user experience, it also sends signals of poor quality.
Google Search Console and PageSpeed Insights are still essential tools for analysing the current situation and identifying areas for improvement.
Conclusion
Those of you who have followed my previous posts know that I don’t believe in rushing to adopt every new feature or update. The same applies here.
AI search is yet another reminder that SEO has never been about shortcuts. Visibility in an AI environment is about being so clear, structured and credible that you deserve to be part of the answer.
This is not the time to make quick, ill-considered changes. It is time to methodically review the quality of your content, expertise and user experience.
Google makes continuous updates. AI features will be adjusted and developed over time. For some, the effect will be immediate, for others gradual. The difference often lies in the fundamentals.
A stable technical structure. Relevant and well-thought-out content. A clear understanding of the target audience.
For me, it’s not about chasing the AI box, just as it’s not about chasing algorithms. It’s about building long-term sustainable content that can withstand change.
It’s a bit like investing in quality rather than quick shortcuts. Those who are consistent, continue to improve and maintain high standards will always be better equipped when the next change comes.
