Search is changing faster than ever: Google shows AI Overviews above the results, and some customers start with a chatbot question altogether. Is classic SEO dead? No — but the rules of the game have been extended.
What hasn't changed: the technical base
AI search engines and chatbots pull information from the same pages Google indexes. Fast loading, clean structure, a solid mobile version and working search fundamentals (sitemap, meta descriptions, hreflang) are still the ticket to the game. A page Google can't see doesn't exist in AI answers either.
What's new: optimising for AI answers
Concrete things help your page end up inside AI-generated answers:
- Structured data (schema.org) — services, prices and FAQs in machine-readable form.
- Clear, direct answers to specific questions — not marketing fluff.
- FAQ sections matching how people actually phrase their questions.
- An llms.txt file and a logical page hierarchy AI can easily "understand".
Content that wins
In the AI era, the content that wins answers real questions with concrete numbers, prices and examples. "How much does a website cost in Latvia?" is a question your page can answer better than any aggregator — as long as it does so clearly and openly.
What this means for a Latvian business
For local businesses this is a window of opportunity: most competitors haven't adapted yet, so a clean, AI-friendly site currently delivers an outsized advantage. Start with an audit — find out how your site looks to search engines and AI, then fix things in priority order.