SEO & AI Optimization

When Google launched in 1998, the idea was as simple as it was revolutionary. Let the web's own structure decide what's relevant, and let the links between pages reveal what's worth reading. Suddenly there was a logic to understand, and therefore a logic to optimize for. Search engine optimization was born.

For twenty-five years, the playing field looked much the same. Companies competed to climb a list of blue links through the right keywords, fast pages, credible links and

In the past two years, something fundamental has changed. The search box is being replaced by the conversation box. More than one in five Swedes already ask an AI instead of googling, and among those born in the 2000s the figure is closer to half. The click-through rate on traditional search results has fallen sharply since AI Overviews launched. The user gets their answer directly, often without visiting a single website.

Visibility is therefore no longer just about ranking high on a list of links, but about being cited and recommended by the systems that formulate the answers. This is where GEO, generative engine optimization, comes in. Where SEO was about Google finding you, GEO is about ChatGPT, Gemini, Claude and Perplexity understanding you, trusting you and choosing you when someone asks.

SEO isn't disappearing. It's gaining company. And the companies that master both games are the ones who'll be noticed when someone asks for what they offer, no matter where the question is asked.

How is SEO different for e-commerce businesses?

For e-commerce businesses, SEO isn't a craft applied to individual pages, but a question of production. When the product range consists of ten thousand products, hundreds of categories and content that changes every week, success is determined by the ability to work efficiently at industrial scale without losing quality.

Structured data is the foundation. By marking up products, prices, stock status and reviews, you make it possible for both Google and AI tools to understand exactly what you sell. It's the difference between appearing as a link and as a complete product card in the search results. For generative search it's even more important, because the language models prefer sources they can interpret unambiguously when recommending a product.

Just as decisive is the technical foundation. Fast pages, smart internal linking and control over which URLs get indexed determine whether Google can even be bothered to work through the entire product range. On the content side, it's about working smartly with automation and templates without getting stuck in thin, generic text. AI tools have become a real lever, but require editorial control. Text written by a machine for a machine rarely ranks.

The e-commerce business that wins going forward is the one that understands SEO as a production apparatus, where technology, data and content work together to make every product findable and selectable, both in Google's results list and in an AI-generated recommendation.