Let’s be honest: SEO isn’t what it used to be. While you were perfecting your keyword density and chasing backlinks, your customers started searching in entirely new ways. They’re asking Siri for restaurant recommendations, scrolling through TikTok for product reviews, and yes, even chatting with AI about their problems.
But here’s the thing: Google isn’t going anywhere. In fact, Google search actually grew 21.64% in 2024 compared to 2023, handling more than 5 trillion searches in 2024, or about 14 billion per day. So why all the fuss about the “death of SEO”?
Because while Google remains king, your customers are becoming pickier, smarter, and more impatient. They expect instant, accurate answers, not a list of blue links to sift through. And if you’re not adapting to these new expectations, you’re missing out on valuable traffic and customers.
Why young Dutch consumers are changing the game
Here’s a stat that might surprise you: nearly 40% of young people aged 18-24, when looking for a place for lunch, don’t go to Google Maps or Search, they go to TikTok or Instagram. Now, before you panic, this is specifically about restaurant discovery, not all searches. But it signals something important: the next generation of consumers thinks differently about finding information.
In the Netherlands, this trend is particularly relevant. Dutch millennials and Gen Z are heavy social media users, and they’re increasingly comfortable using visual platforms for discovery. Whether they’re looking for that perfect café in Amsterdam or researching sustainable fashion brands, they want authentic, visual content from real people, not corporate websites.
What does this mean for your business? If you’re only focusing on traditional SEO, you’re potentially invisible to a growing segment of Dutch consumers who are shaping future buying patterns.
The Rise of AI Search: small but growing, with lots of potential
You’ve probably heard conflicting reports about ChatGPT “stealing” Google’s market share. The reality is more nuanced. Google Search handles 373 times more searches than ChatGPT, and even if all ChatGPT’s 1 billion messages per day were search-related, its total share of the search market would be less than 1%.
However, AI-powered search tools like ChatGPT and Perplexity are growing rapidly. Perplexity AI boasts 15 million active users, reflecting a 50% increase from the 10 million users at the beginning of the year. More importantly, people are using these tools differently, they’re having conversations, asking follow-up questions, and expecting personalised responses.
The key insight? AI search isn’t replacing Google, it’s creating a new category of search behaviour. And smart businesses are preparing for both.
Five ways to future-proof your SEO strategy
1. Stop chasing keywords, start matching intent
Remember when you could rank for “best widgets Amsterdam” by stuffing that phrase into your content 15 times? Those days are over. Google’s algorithms, and AI search tools, now focus on understanding what people actually want, not just what they type.
Instead of thinking “What keywords should I target?”, ask yourself “What problems am I solving?” If you run an online electronics store, don’t just target “smartphone kopen Nederland.” Think about the intent behind that search: Are people comparing features? Looking for the best price? Trying to find a reliable Dutch retailer?
Create content that directly answers these deeper questions. Write comparison guides, explain technical features in simple Dutch, and share why your service is trustworthy. This approach works whether someone finds you through Google, asks ChatGPT, or discovers you on social media.
2. Build authority the Dutch way
Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) isn’t just marketing jargon, it’s how search engines and AI tools determine which content to trust and recommend.
For Dutch businesses, this means:
- Show your expertise: If you sell sustainable products, write about sustainability trends in the Netherlands. Share your knowledge about Dutch regulations, local suppliers, or market insights.
- Demonstrate experience: Include case studies from real Dutch customers, share behind-the-scenes content, and highlight your team’s background and credentials.
- Build local authority: Get mentioned in Dutch publications, partner with local organisations, and actively participate in Dutch business communities, both online and offline.
- Maintain trustworthiness: Display clear contact information, Dutch business registration details, customer reviews, and transparent policies in perfect Dutch.
3. Prepare for AI-powered search
While AI search is still small, it’s growing fast. The good news? The fundamentals that work for Google also work for AI tools.
- Write conversationally: AI search tools prefer natural, conversational content. Instead of writing “SEO services Amsterdam Netherlands,” write “If you’re a business owner in Amsterdam looking to improve your website’s visibility…”
- Include clear sources: AI tools value content with citations, statistics, and references to authoritative sources. When you make claims, back them up with data.
- Answer questions directly: Create FAQ sections, write how-to guides, and structure your content to answer specific questions your Dutch customers are asking.
- Stay current: AI tools often prioritise recent, up-to-date information. Keep your content fresh, especially for time-sensitive topics like Dutch regulations, market trends, or local events.
4. Don’t neglect your technical foundation
Here’s where many Dutch businesses stumble: they focus so much on content that they forget the technical basics. But even the best content won’t rank if search engines can’t properly crawl and understand your website.
- Speed matters: Dutch consumers are impatient. Google’s Core Web Vitals (consisting of LCP (loading speed), INP (responsiveness), and CLS (visual stability)) measure how user-friendly your website is. A slow website kills conversions, especially on mobile.
- Mobile-first is essential: Most Dutch consumers browse on their phones. Your website must work flawlessly on mobile devices, not just “look okay” but actually provide a great user experience.
- Structure your content: Use clear headings, add alt text to images, and implement structured data markup. This helps search engines understand your content and display it attractively in search results.
- Local technical SEO: If you serve Dutch customers, make sure your technical setup reflects this. Use appropriate hreflang tags, ensure your hosting is reliable for Dutch users, and optimise for local search signals.
5. Think beyond Google
This doesn’t mean abandoning Google, it means recognising that your customers discover businesses through multiple channels.
- Local search platforms: Think beyond what you see in search statistics. People also search for businesses, restaurants, and other places via navigation apps. Think of map apps from Google, Apple, and Bing, and Waze of course. Optimise your Google My Business listing, ensure consistent NAP (Name, Address, Phone) information across platforms, and actively collect Dutch customer reviews.
- Social media discovery: More people are using social media channels like Facebook, TikTok, YouTube, LinkedIn, Instagram, Reddit, and Pinterest to find inspiration, inform themselves, and research which products they should/shouldn’t buy. Create platform-specific content and optimise it for each platform’s search function.
- LinkedIn for B2B: LinkedIn articles format allows you to share longer articles that can also be indexed by search engines, an ideal format for digital PR and thought leadership. Perfect for Dutch B2B companies wanting to establish authority.
The reality check: what this means for your business
Let’s be practical. You don’t need to master every platform or chase every trend. Instead, focus on where your Dutch customers actually spend their time.
If you’re a local Amsterdam restaurant, prioritise Google My Business, Instagram, and maybe TikTok for younger audiences. If you’re a B2B software company serving Dutch enterprises, focus on LinkedIn, Google search, and creating authoritative content that answers technical questions.
The key is understanding that search is becoming more conversational, visual, and fragmented. Your SEO strategy needs to account for this reality while maintaining the fundamentals that still work.
What hasn’t changed (and still matters)
Despite all these changes, some SEO fundamentals remain crucial:
- Quality content still wins: Whether someone finds you through Google, ChatGPT, or TikTok, they need valuable, relevant content.
- User experience matters more than ever: Fast, mobile-friendly websites with clear navigation will always outperform slow, confusing ones.
- Local relevance is key: For Dutch businesses, understanding local culture, language nuances, and market preferences remains essential.
- Consistency pays off: Regular content creation, consistent brand messaging, and ongoing optimisation still drive long-term results.
The bottom line
The search landscape is evolving, but it’s not chaos, it’s opportunity. Dutch businesses that adapt their SEO strategies to account for AI search, changing user behaviour, and platform diversification will have a significant advantage over competitors still stuck in 2020.
You don’t need to revolutionise everything overnight. Start by improving one area: maybe it’s creating more conversational content, optimising for local search, or building authority in your industry. Small, consistent improvements compound over time.
The future of SEO isn’t about gaming algorithms or finding shortcuts. It’s about understanding how Dutch consumers search for information and ensuring your business is findable, trustworthy, and valuable wherever they look.
Your customers are evolving. Your SEO strategy should too.
