The way we search online is evolving rapidly. Increasingly, users are turning to tools like ChatGPT, Perplexity, or Gemini to ask questions and get direct, tailored answers without ever visiting Google. This shift marks a major transformation in how businesses drive visibility, attract traffic, and convert leads online.
At Nousmedis, we know that staying ahead of these changes means not just observing trends, but embracing them. As a company that specializes in catalog automation using artificial intelligence, we help manufacturers, distributors, and retailers streamline their product information and make it work harder across channels. That includes optimizing for how content is read, interpreted, and surfaced by AI systems.
Whether we’re developing dynamic data feeds or automating multichannel content updates, our work sits at the intersection of technology, structure, and discoverability. That’s why we’re particularly attuned to how AI is reshaping the digital landscape, and what it means for SEO.
Recently we, Elena Miguel (Business Development Management) & Alba Figuerola (Marketing department), attended the webinar “Beyond Google: SEO Strategies for ChatGPT“, hosted by the Novicell Spain team. Led by Javiera Lillo Palominos (SEO Lead) and Eva Aribau (Account Manager), the session provided practical advice, real examples, and valuable insights for adapting to this new landscape.
Here are 10 key takeaways.
1. From traditional search to ChatGPT and conversational searches
While Google presents a list of links, conversational tools like ChatGPT deliver a direct answer. This shift brings:
- Changes in search intent and language.
- Deeper interactions (average of 8 exchanges per session).
- More complete and customized responses, from recipe ideas to strategic recommendations.
2. Technical SEO is still essential
A solid technical foundation remains critical for visibility, even in AI-driven environments. Focus on:
- Code optimization and proper heading structure (H1, H2, …).
- Fast load speed and user experience.
- Correct use of metadata and Schema Schema tags.
- Tracking simulation with specialized tools to detect errors or areas for improvement.
3. How to create content optimized for ChatGPT
To show up in ChatGPT responses, your content should be:
- Clear, direct and aimed at answering real questions.
- More collaborative: Integrating the knowledge of the sales or customer service team helps identify frequently asked questions.
- Focused on adding value, not self-promotion.
- Written with a structure that facilitates its understanding and extraction as a response.
4. Building digital authority
It’s no longer enough to have backlinks. Today, authority factors include:
- Domain age and consistency.
- Author reputation (clear biographies, media mentions, active networks).
- Good internal and external link structure.
- Consistent presence across the web, social media, Wikipedia, etc.
5. A dynamic and always updated website
Outdated content loses relevance to AI engines. Here are some recommendations:
- Periodically review articles, data, figures and resources.
- Display the last update date in the code and on the page.
- Focus on the web as an active and constantly evolving channel
6. Structured data: the language of AI models
Models like ChatGPT rely on context. Correctly implementing schema.org tags is key, especially in:
- Articles, products, events, recipes, reviews, etc.
- Always validate your code with Google’s structured data testing tool.
7. Accessibility as SEO (and legal) value
An accessible website improves both the user experience and reduces crawling by bots. Moreover, it has been a legal requirement in the EU since June. Best practices:
- ALT text in images.
- Avoid invasive pop-ups.
- Responsive design and fast loading.
- Clear and keyboard-friendly navigation.
8. Well-optimized visual resources for ChatGPT and other search engines
AI search engines prioritize easy-to-understand content. This means:
- Using comparative tables.
- Bulleted lists and visual hierarchy.
- Images with descriptive names and appropriate ALT attributes.
9. Real case study: Why some websites show up in ChatGPT and other don’t?
For example, a search for “Michelin-starred restaurants in the Basque Country” showed websites that had:
- Structured content and clear titles.
- Optimized images.
- Tables and embedded maps.
- Proper schema tags.
10. Final recommendations
To stay visible on Google (and beyond!) make sure to:
- Prioritize technical SEO and accessibility.
- Create useful content targeted to real searches.
- Optimize all digital assets: web, social media, author profiles.
- Keep the website alive, updated and connected.
- Working as a team: Marketing, UX, sales, and technology must go hand in hand.
- And yes, you can also use ChatGPT as a tool to improve your own SEO 😉.
Are you ready to position yourself in the new era of conversational search?
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