Person working on laptop with search results - symbol for AI-optimised website and modern SEO for artificial intelligence.

The AI-optimised website

When Google provides answers instead of hits, your website needs to be part of the conversation.
This is how you secure your place in the new AI search overviews - visible, understandable and relevant.

Thorben Otten

Architect for growth

How to structure your website so that artificial intelligence understands it - and loves it

Search engines today are half thinking machines. Those who do not communicate clearly, semantically and in a structured manner disappear into the digital fog. It's time for a website that machines can also understand. Optimise your website for AI now.

The new world of search - and why your website now has to prove itself all over again

A few years ago, it was enough to have a nice website with a few keywords and a contact form - and you would find your customers via Google. Today, however, you are talking to AI in the background: Google generates answers or excerpts directly from your content before the user even visits your site. In this world, it is no longer just the number of backlinks you have that matters, but how well your content is understood.

Imagine this: a hairdresser on Zurich's Bahnhofstrasse has achieved good rankings for years with classic SEO. Suddenly, he no longer appears - not because his quality has declined, but because the search engine and AI models cannot interpret his content effectively. His site is rich in content, but does not speak the "machine language" of AI. So what can be done? And how can the website be optimised for AI?

This shift from classic SEO to AI-oriented visibility has been observed many times: brands that appear in the new AI search system not only benefit from more clicks, but also from greater trust, because AI often directs users directly to "AI answers" with excerpts from websites. (For more on the semantic transformation approach, see the analysis "AI Search Engines & SEO: From Keywords to Context" by the Brand Science Institute 1).

At the same time, studies on semantic relevance show that AI today evaluates not only individual keywords, but entire topic blocks, relationships between terms, and how well a text is embedded in a larger thematic context. Those who fail to respond to this change by optimising their website for AI risk disappearing into the depths of the rankings.

In this article, we therefore take a clear focus: we show you how to prepare your website step by step so that it not only remains visible in this modern AI era, but is also given preferential treatment. We link your content with structure, semantics and authority - not because "AI demands it", but because people - and AI models - only understand what is clear and human at the same time. SEO for AI, so to speak, or GEO (Generative Engine Optimisation).

Two speech bubbles - one real, one digitally networked - symbolise the connection between humans and artificial intelligence on AI-optimised websites.

What does "AI-optimised" actually mean?

"AI-optimized" does not mean that you now generate texts from a machine and hope that Google likes them - ather, it means building your website in such a way that AI models can understand, interpret, and prioritize it. It is a kind of translation work between your human language style and the machine language behind modern search systems.

A few key aspects:

  • Semantics instead of keywords: AI models don't just look for individual keywords, but for fields of meaning, word relationships, and thematic connections.
  • Structure & layout: Headings, paragraphs, logical sequence - AI models “read” based on this structure.
  • Entities & relationships: When you mention terms in your text (e.g., “hairdresser Zurich,” “hair care products,” “trend coloring”), it must be clear how they are related.
  • Document networking: Texts that are linked internally form topic clusters - this increases the likelihood of being recognized as relevant by AI systems.
  • Technical clarity: Clean HTML code, structured data, clear metadata - so that AI systems don't stumble.

From a scientific perspective, a recent study on the role of AI in SEO - with a focus on NLP (natural language processing) - confirms that search engines are increasingly relying on semantic and contextual signals, not just classic on-page elements. 2 Similarly, studies on topic modelling and document embeddings show that in larger corpora and with modern models, topics stand out more when texts are semantically enriched and consistently structured. 3

In practical terms, your content must be designed in such a way that AI - like a reader - can immediately recognise: What is this about? Which subtopics do you cover? Which terms are related? Only then can it include you in AI-generated snippets, answers or recommendation lists.

The 7 golden principles of AI-optimised websites

To ensure that your website is not only brilliantly readable for humans, but also for AI models, here are 7 principles, each with tips for action:

 

  Principle What it means Concrete implementation
  1. Semantic clarity The topic and purpose must be clearly recognisable. Use terms consistently and avoid ambiguities. Include synonyms and word fields, but without dispersion.
  2. Structured content AI analyses heading hierarchy, paragraphs, logical sequences Use H1 → H2 → H3 cleanly, divide large blocks of text into logical sections.
  3. Entity optimisation & knowledge graph Every brand and every term is an entity - with properties and relationships Outline "infiniWEB", for example, with positioning, location, services - just as you would describe a database unit.
  4. Topic clustering & internal linking Thematic branching shows depth - and strengthens the thematic weight Create detailed pages for each top topic and link them to each other with thematic relevance.
  5. Schema markup & structured data AI loves clear data grids - especially for snippets, FAQs, products, etc. Work with JSON-LD, Schema.org formats (e.g. FAQ, person, organisation) - this way Google will display your data in full.
  6. Technical performance & Core Web Vitals Slow pages are penalised, even by AI systems Optimise loading time, first input delay, cumulative layout shift, etc.
  7. E‑A‑T & Source Strength Expertise, Authority and Trust (credibility) strengthen AI trust Cite high-quality research, link to credible sources, and display authors with qualifications.

 

A few brief notes on individual principles:

  • Topic clustering: Google itself is continuously researching how to cluster results thematically and use semantic relationships to structure its search results. 4
  • Schema & structured data: These ensure that your page is recognised as a data source (e.g. for knowledge panels or rich snippets).
  • Technical performance: Tests often show that pages that load too slowly, despite having good content, are excluded from AI-optimised excerpts.

 

Sounds complex? It is - but not for us.

If semantics, structure and AI give you headaches rather than visibility, let's talk. We translate technology into understandable strategies.

Praxisbeispiel eines Coiffeur in Zürich

Steps for implementation

  • Subtopic pages created: e.g. "Trend colours 2025 Zurich", "Boring blonde? New highlighting technique", "Sustainable hair care for women 30+".
  • Semantic linking: Each subpage links to the main page and thematically related pages - e.g. the technique page links back to the care page.
  • Schema markup integrated: JSON-LD for service ("haircut"), location ("Zurich Bahnhofstrasse"), experienced stylist as schema person.
  • Entity reference established: The website names the brand of care products, the trendy haircut, and links to local keywords ("Zurich", "Bahnhofstrasse", "premium salon").
  • Technology optimised: Loading time reduced, mobile device view optimised, lazy loading introduced.

Result

After about three months, it is clear that the business is being suggested more often as a "source of answers" in Google AI, the average time visitors spend on the site is increasing, and the contact form is being filled out more often - even though the competition's prices have remained the same.

"I always thought my customers read the page - but it's actually an algorithm that reads it first," said the owner in a feedback comment.

Praxistipp

If you operate as a company or service provider, remember that your website is not only designed for people, but also for machines - machines that evaluate topics, contexts and authorities. Make your site readable, networked, clear in terms of entities and rich in context.

Risks & limitations - when AI optimisation goes wrong

Even though an AI-optimised website is now a key lever for visibility, there are a number of pitfalls that many companies and service providers in Switzerland stumble over. It is better to recognise them early on - then your website will remain solid and reliable.

Common sources of error

1. Over-optimisation à la "keyword stuffing 2.0": In the past, the approach was to use lots of keywords - as often as possible - everywhere possible. Today, this also means that outdated tactics such as "we keep mentioning AI-optimised, website optimisation, semantic structure" seem borderline. An AI or search-based machine quickly recognises repetitions as a pattern: little depth, lots of repetitions. The result: no reward, but rather devaluation.

2. Automated content without substance: Sometimes texts are generated with an AI tool and then published in the belief that this is enough. But researchers warn: content without real thematic interconnection, without clear entities, without structural depth remains semantically isolated. 6 In addition, search engine representatives have made it clear that technical features such as schema markup do not automatically result in rankings. 4

3. Duplicate content and content cannibalisation in clusters: If you have several pages with similar content - e.g. "haircut Zurich", "haircut Zurich salon", "haircut Zurich best" - you are diluting the topic. The machines see many variations of the same topic, but do not recognise a clear topic hierarchy. This weakens your overall domain authority.

4. Ignoring technology and performance: Even the best content loses its impact if your page loads too slowly, performs poorly on mobile devices, or has huge images. AI-powered search engines favour pages that are not only accurate in terms of content, but also technically reliable. Slow page loading or frequent layout shifts (CLS) are now seen as warning signs by automation systems.

5. Lack of context and semantic linking: Your content may feature people, brands, products and services, but if they are not linked together, they remain isolated islands. A page about "Trend Colouring 2025 Zurich" seems isolated if it is not linked to other topics such as "care products", "sustainable techniques" and "customer reviews". The machines then recognise: "There is no network here, there is no depth here".

A noticeable statement for you

"AI hates boredom. And boredom starts with unstructured text."

In short: good content does not automatically give you visibility. You get visibility when machines can recognise what your content is, how it fits in - and why it is relevant.

 

Conclusion - your website is more than just a figurehead

We are in the digital age of "half-thinking machines": your website is no longer just read by humans - it is understood by AI models. And if you want to be understood, you need to be clear, semantic, structured and technically well positioned. Websites are no longer static business cards. They are data models, networks of topics, entities, relationships - and only in this form do they become visible, relevant and preferred in the AI-supported search world.

When you optimise your website today, it's not just in terms of "more keywords" - but in terms of "more clarity":

  • Clarity for your target audience (company, service, Switzerland).
  • Clarity for the machine (search/AI models that want to understand meaning, structure and networking).
  • Clarity for your business goal (more enquiries, better visibility, long-term authority).

Seize the opportunity: make your website an AI-friendly base - so that tomorrow you will not only be found, but seen.

Frequently asked questions about how a website can be optimised for AI

AI search engine optimisation means designing your content and website in such a way that they are not only understood by humans, but also by AI-supported search systems, which will then display them preferentially. This involves much more than traditional SEO measures: your texts, structures and metadata are optimised so that AI models can correctly interpret the meaning, relevance and context of your content. In short, AI search engine optimisation ensures that your site remains visible even in the age of generative AI.

AI can help you create more targeted, data-driven SEO content – for example, through topic research, semantic keyword clusters or content analysis. However, it is important that you do not simply copy the text from AI without making any changes, but rather edit it. The structure, tone and examples must remain authentic and appropriate for the target audience. The best SEO content with AI is created when your expertise is combined with the data intelligence of modern AI systems.

"SEO for AI" describes the optimisation of your website so that AI-supported search engines can clearly understand and correctly classify your content. This includes: a clear HTML structure with a clean heading hierarchy, semantic terms instead of pure keywords, structured data in Schema.org format, and internal links that clarify thematic connections.

By focusing your website on semantic and technical clarity, you can significantly increase your visibility through AI. Modern tools analyse which topics and terms are preferred by AI systems. They also help to optimise structures and link content. This results in a website that is better understood by search engines and AI models, recommended more often and displayed more visibly.

An AI-optimised website is designed to be understood by both visitors and AI systems. It combines technical performance (e.g. Core Web Vitals, structured data) with clear content (logical structure, semantic word fields and thematic links). This means that your website will not only be found, but also understood, evaluated and displayed preferentially.

To optimise your website for AI, you should follow these steps: Structure topics logically and clearly distinguish them from one another. Clearly name entities such as brands, places and services. Work with Schema.org markups (e.g. JSON-LD) so that AI systems can capture data in a machine-readable format. Regularly check content and expand it semantically. Make expertise and trustworthiness visible (E-A-T principle). This will enable you to speak the "language" of modern AI search systems and improve your AI visibility in the long term.

Search engines with AI support no longer evaluate individual words, but rather meaning, context and relevance. If your content is semantically clear and technically well structured, AI will recognise: what your page is about, how your topics are linked, and why your content is relevant to the search query. This allows you to achieve better visibility in the long term through AI – both in classic search results and in AI-based response systems.

Your website should think for itself - but you don't have to do it alone.

We show you how to make your website AI-ready - with structure, clarity and a concept that works, rather than just looking good.

Further content & sources

  1. AI search engines & SEO: From keywords to context - Brand Science Institute (accessed on 18 October 2025)
  2. Semantic Search & Context - SpringerLink (accessed on 18 October 2025)
  3. Topic Embedding & Semantics - SpringerLink (accessed on 18 October 2025)
  4. Topical Clustering of Search Results - Google Research (accessed on 18 October 2025)
  5. Semantic Web & Clustering - IJCA (accessed on 18 October 2025)
  6. Semantic Search Algorithms - Academia.edu (accessed on 18 October 2025)

What has helped others:

AI-optimised website - How to make your website understandable to both humans and machines

Search engines today think for themselves. Learn how to make your website semantically, technically and structurally visible to AI - clearly, practically and future-proof.

Google AI Mode in Switzerland: What entrepreneurs need to know now

What is Google AI Mode and why is it relevant for Swiss companies?

The accessible website - obligation, advantage or both?

What constitutes an accessible website, who needs it, where it is mandatory (CH/EU) and how to get started with WCAG. Practical information for service providers and tradespeople in Switzerland.

Google I/O 2025: The new reality of search is AI

AI Overview, Gemini Live and visual search are turning everything upside down. Read what local companies need to know and implement now.



empty