Data-driven strategies, expert analysis and practical tactics for e-commerce growth. From Google Ads optimization to Marketing Mix Modeling and SEO.
Search is moving from a click-first environment to an answer-first environment. That does not mean SEO is dead; it means SEO is becoming more demanding. Content must still be useful, but it also needs to be machine-readable, context-rich, trustworthy, and connected to a recognizable brand entity. For growth teams, the opportunity is to design content systems that AI platforms can confidently surface, summarize, and cite.
Google’s AI Overviews are changing the shape of search performance. Recent industry reporting highlighted a sharp drop in CTR for pages cited in AI Overviews, but the more useful takeaway for marketers is not “SEO is dead.” It is that impressions are being redefined. When AI-generated results create more surfaces where your brand can appear, CTR becomes noisier—and business impact needs a broader measurement model.
You now ask ChatGPT, or see a ready-made answer at the top of Google, before you even click on a site. Your customers do the same. In this guide we explain in plain words what AI SEO is, what changes in practice and where to start, without jargon and without hype.
Most case studies talk about growth percentages and keyword rankings. Here we talk about something else: the people who search and what they need. We show how the SEO strategy put instacar in front of the user with the right message, at the right moment.
A Google ranking brings clicks: the user sees a list and chooses. A citation in an AI answer is different: the AI has decided your content is trustworthy enough to use as a source. That trust is harder to earn and measured differently. Below is what works consistently and how it ties in with the SEO you already do.
Keyword research looks mechanical from the outside, but every step is a judgement call: what is relevant, what fits the searcher's intent, what can rank and what is worth turning into content. ChatGPT does not remove the need for judgement. It changes which parts are worth automating. This is the three-step workflow our SEO team presented at SEO Vibes Tour Athens.
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