From SEO to AIO: How to stay relevant when your customers are already asking Google… and AI.

Many SMEs still measure their "digitalization" by having a website and social media presence. The market is two steps ahead: Google is integrating generative responses (AI Overviews), and millions of people are already asking questions of AI assistants. This guide explains how to go from simply "being" online to be relevant For search engines and for AI: principles, a 30–60 day plan, metrics and risks, with built-in authority links.

Published September 30, 2025 · Category: AI · Marketing ·

Del SEO al AIO · Rumbo & Resultados

Table of Contents

The current problem
What does it mean to be relevant?
From SEO to AIO
Action plan in 30–60 days
How to tackle this challenge
Practical example
Questions that AI already answers
Metrics that do matter
Common risks
Closing and references

1. The current problem: many companies are two steps behind

The first step in digitalization was "being present" (website and social media). The second was optimizing for search engines (SEO). The third—which we're already in—is being relevant This also applies to AI assistants. Meanwhile, customers are already asking questions on both fronts.

Search engine quota

Google ≈95.5 % in Spain (Aug‑2025), with Bing ~2.7 %. Fountain: StatCounter.

AI-powered search

Google launches AI Overviews, AI-generated responses that synthesize sources and change click patterns. See ad on Google and update here.

Information consumption

For the first time, the AI chatbots They appear as a source of information; use is still small but growing (more among young people). Reuters Institute 2025.

Adoption in Spain

11,4 % of companies (≥10 employees) used AI in 2024; in large companies, ~44 %. ONTSI.

Before (classic SEO) vs. Now (AIO)

Dimension	Previously: Classic SEO	Now: AIO (SEO + AI)
Aim	Rank in “10 blue links”.	Position and be quotable by AI (summaries/AI Overviews).
Structure	Long, poorly structured text.	clear H1-H2-H3, tables, bullets, FAQ with natural language.
Credentials	Diffuse or non-existent authorship.	E-E-A-T (Experience, Expertise, Authority and Reliability) visible: author, bio, dates, editorial policy.
Verifiability	Few or generic sources.	Data links and studies; cases with before/after metrics.
Technique	Basic meta-tags.	Structured data (schema) for Article/Service/FAQ + CWV + clean indexing.
Result	Visibility dependent only on classic SERP.	Combined visibility (SERP + AI) and a higher probability of appearing in synthesized results.

Context: with Google dominating and the arrival of generative responses (AI Overviews), the pages that are not understandable, verifiable and reusable by machines They lose opportunities to be seen.

2. What does it mean to be relevant to search engines and AI?

Both traditional search engines and artificial intelligence systems need clear signals from What do you offer, why are you trustworthy, and how can it be verified?.It's not enough to be published: you have to be understandable to people and machine readable.

AI and Google don't improvise. They select content that results useful, verifiable and with proven credibility. If your website doesn't demonstrate this, it's invisible.

The four key principles of relevance

Useful and reliable content: Google rewards pages that are truly helpful, not inflated texts or texts created without review. Official guide to useful content.
Verifiability: It links to official data and studies; it provides metrics and cases with measurable results.
E-E-A-T (Experience, Expertise, Authority, and Reliability): Authorship showcases bio, dates, editorial policies, and proof of experience. Explanation in Google Search Central.
Constant updates: Pages that aren't reviewed lose credibility. Search engines and AI prioritize recent and up-to-date content.

Quick glossary so you don't get lost

E-E-A-T

Acronym for Experience, Expertise, Authority, and Reliability. This is the quality framework that Google uses to evaluate whether content is credible. The clearer you demonstrate this, the more likely you are to be visible.

Structured data (schema)

Code snippets that tell machines what type of content is on your page (article, service, product, FAQ, etc.). They make it easier for Google and AI to understand and reuse your information. More information.

3. From SEO to AIO (AI Optimization): the new playing field

AIO does not replace SEO, it expands it. The goal now is twofold: that the same page search engine optimization and at the same time it can be cited or integrated by AI systems.To achieve this, there are five key pillars that any SME can start working on now.

1. Semantic clarity

Use clear structures (H1, H2, H3), FAQs with real questions and tables or bullets that summarize information.

2. Verifiability

It contributes links to external sources and cases with metrics; AI prioritizes what is verifiable.

3. E‑E‑A‑T visible

Show who writes (bio/experience), dates, and editorial policies; credibility is demonstrated.

4. Technical aspect

Implement schema (Article/FAQ/Service), optimizes speed and clean indexing.

5. AI-friendly data

Summarize with lists, glossaries and TL;DR; AI cites what is organized and easy to reuse.

Remember: SEO makes you visible on Google; AIO makes you relevant in AI responses as well.

4. Action plan in 30–60 days: how to get started with AIO

Moving from SEO to AIO doesn't require rebuilding your entire website. Progress comes with prioritize short and specific phases.

Weeks 1–2 · Realistic Audit

Starting point: detect if your website is understandable by search engines and AI.

Indexing and sitemap in Google Search Console.
Performance and Core Web Vitals.
Inventory of key pages and questions they answer.
Signs of authority (authorship, bio, external mentions).

Weeks 3–4 · Update the essentials

Rewrite the pages that generate the most business first.

Select 3–5 pillar pages (services/products/guides).
FAQ sections with real customer questions.
Verifiable data and references.
Schema (Article/Service/FAQ) validated in Rich Results Test.

Weeks 5–6 · Gain authority

A website without external mentions is invisible.

A case with before/after metrics.
Collaborations in local/sector media.
Shareable downloadable resource (checklist or guide).
Plan for periodic content updates.

Advice: Start small, measure results, and scale. In 60 days, you can have your key pages ready for Google and visible to AI as well.

5. How to address this challenge in practice

The key is in audit and prioritize. It's not about redoing the entire website, but about acting on what most influences your visibility.

Field experience: We are still a few consultancies that are already incorporating AIO visibility audits that combine technical analysis, content review, and authority strategy. In Direction & Results We have found that this approach allows SMEs prioritize the 3-4 pages that really matter, avoiding dispersion.

What does an AIO audit review?

Technical aspect: indexing, speed, Core Web Vitals, structured data.
Content: semantic clarity, real FAQs, cases and metrics.
Authority: Author bio, visible experience, external references.
Update: dates, review frequency, data validity.

Context: Many SMEs believe they need “more content.” What they really need is better targeted content, accompanied by technical and authority signals.

6. Practical example: from invisibility to relevance

Fictitious SME in the online training sector. Comparison between the initial situation and the result after applying an AIO audit:

Before

10 pages with generic course descriptions.
No authorship or dates visible.
Without FAQs or a clear structure.
No external mention.
Few organic visits, invisibility in AI queries.

After applying AIO

Pillar pages rewritten with comparative tables of courses.
Sections of FAQs with real questions of students.
Schema of courses and organization implemented.
A case published with employability figures.
Mentions in a leading industry publication.
Result: greater visibility on Google and cited in AI for “best digital marketing courses in Spain”.

Moral of the story: By auditing, prioritizing, and improving key pages, an SME can become quotable in Google and in AI in weeks.

7. Questions your customers are already asking AI (and that you should answer)

Real queries in natural language. If your website doesn't provide clear answers, you lose visibility on Google and AI assistants.

Which is the best [product/service] for SMEs in [city/region] in 2025?

Pillar page “Best [service] in [city]”"with comparative criteria, table, cases and FAQs. Includes verifiable data and an honest conclusion.".

How to calculate the ROI of implementing [X] in an SME?

Guide with basic formula, transparent assumptions, and numerical example. Add editable sheet (Excel/Sheets) and link it.

Alternatives to [brand] for [use case] With support in Spain?

Neutral comparison with 3–5 options, pros/cons table, and links to official documentation. Indicates differences in price and support.

Steps to implement [X] without interrupting operations?

How-to in 6–8 steps with timelines and responsible parties. Includes downloadable checklist and common risks.

What minimum technical and legal requirements do I need to [X]?

It includes hosting, security, data protection, minimum version requirements, and references to official sources. Keep the block updated.

How much does it really cost? [X] (total cost, not just license)?

Break it down total cost of ownership (licenses, implementation, training, maintenance, internal time) and offers ranges according to size.

What mistakes to avoid when implementing [X] in an SME?

List 5–7 common mistakes (no diagnosis, no pilot, no metrics, etc.) and mitigations. This content is highly quotable.

Advice: These FAQs work best if they are on pillar pages and are written in natural language, just as the user asks Google or an AI chatbot.

8. Metrics that do matter in the AIO era

Rather than counting followers or superficial visits, measure whether your content is visible, credible, and reusable by search engines and AI assistants.

Metrics	What does it indicate?	How to measure it	Target/useful threshold
Organic Impressions (by theme)	Actual reach of pillar pages on Google.	Search Console → Performance.	+25–40% in 60–90 days on rewritten pages.
Organic CTR	Click attraction when you appear.	Search Console → CTR by URL/query.	≥ 3–5% informative; ≥ 6–8% brand/long‑tail.
Intention Coverage (FAQs)	If you answer real user questions.	Internal inventory of FAQs by topic.	≥ 6–8 helpful FAQs per pillar page.
Editorial quality (E-E-A-T)	Proven credibility.	Editorial checklist by URL.	≥ 90% of key pages with full E‑E‑A‑T.
External mentions	Authority outside your website.	Manual tracking + link tools.	≥ 3 new mentions/trim. in media/partners.
Schema validity	Technical readability for machines.	Rich Results Test / SC → Improvements.	0 critical errors; active key types.
Time to publication (TTP)	Production agility.	Workflow (brief → review → pub).	≤ 10–14 days per abutment piece (with human QA).
Update Time (TTU)	Keep data up to date.	"Last revision" record.	Quarterly review; monthly if data sensitive.
Qualified conversion	Business utility.	GA4/GTM → events (discharge/contact).	Stable and growing rate; focus on quality.

How to interpret these metrics

Impressions are up, CTR is stable: Use titles/meta to capture more clicks.
High CTR, low conversions: The message promises more than it delivers → align copy and offer.
High visits, few mentions: Publish case studies with metrics and do selective outreach.
Schema errors: Correct them before creating new pieces; without technical readability there is no AI-friendly visibility.
Slow update: quarterly review agenda of pillar pages.

Advice: the correct order is visibility → credibility → AI eligibility → conversion. If you skip steps, you waste effort.

9. Common risks and how to mitigate them

The transition from SEO to AIO can fail if you fall into common pitfalls. Here are the most frequent risks and how to avoid them:

Risk 1 · Content “Pure AI”

Blindly trusting AI-generated texts without human review.

Mitigation: Add real experience, your own examples and editorial review (E‑E‑A‑T).

Risk 2 · Outdated

Publish once and forget: data expires.

Mitigation: quarterly review schedule for pillar pages and data-sensitive FAQs.

Risk 3 · More quantity, less focus

Producing many superficial items without priorities.

Mitigation: Focus efforts on 3–5 key pages and high-value resources.

Risk 4 · Ignoring external authority

Believing that everything can be resolved on your website.

Mitigation: collaborations and media appearances/partners; references in associations.

Risk 5 · Technical errors

Failure to implement a valid schema or neglecting CWV and indexing.

Mitigation: valid in Rich Results Test and monitor Search Console → Improvements.

Conclusion: Most risks are avoided with review discipline and prioritization.

10. Closing and key references

The challenge is no longer just being on the internet, but be relevant In an ecosystem where purchasing decisions rely as heavily on Google as on AI assistants, SMEs that start working on their strategies today will have a significant advantage. AIO (AI Optimization) They will be better positioned when this practice becomes standard.

Final reflection: Visibility in the age of AI is not improvised. It is built with clarity, verifiability, and authority.

Key references

👉 If your company or institution is still stuck in classic SEO, it's time to make the leap. From SEO to AIO. We can help you become visible and quotable in AI responses, with clear metrics and an action plan in 30–60 days.