Published by Sue Johns-Chapman
Published Date 06.05.2025 
In a digital landscape evolving faster than ever, being shortlisted for Best Use of AI in Search at the European Search Awards is not only an honor — it’s a signpost of where search marketing is headed. At the intersection of traditional SEO and cutting-edge artificial intelligence, we’ve pioneered a strategy that merges automation, natural language models, and data to do one thing exceptionally well: turn search intent into business results.
This nomination represents more than a campaign. It marks a paradigm shift — one where AI is no longer a tool behind the scenes, but a strategic engine for growth.
From Keywords to Conversations: A New SEO Era
The old model of SEO was simple: target keywords, write content, get backlinks. But that approach doesn’t work in a world where users ask questions conversationally, expect instant answers, and trust AI models to surface results. Our focus has shifted from Search Engine Optimization (SEO) to Answer Engine Optimization (AEO) — an approach designed for the AI-first search ecosystem.
Instead of just aiming for page one rankings, we now ask:
Can an AI model understand this content well enough to recommend it as the best answer?
To achieve that, we’ve integrated technologies like OpenAI’s GPT models, Google’s Gemini framework, and proprietary pipelines that:
- Analyze search intent using NLP and clustering
- Generate scalable, natural-sounding content drafts
- Optimize content with schema markup and semantic tagging
- Automate technical SEO tasks for better crawlability and speed
This hybrid model of AI-assisted strategy + human expertise enables us to dominate both traditional search results and AI-driven answer engines like ChatGPT Search and Google’s AI Overviews.
Real Results: Lead Generation at Scale
In our nominated work, we applied AI to a multi-market SEO strategy for a B2C client in a competitive service niche. Using a mix of GPT-generated first drafts and human refinement, we produced over 1000 landing pages in under 100 days — all optimized for both Google and AI assistant discovery.
Instead of choosing between AI and quality, we created a process where each amplifies the other. Human experts ensured nuance and brand tone, while AI handled structure, speed, and repetition.
Why This Recognition Matters
Being shortlisted by the European Search Awards validates a new kind of thinking: that AI in search isn’t a gimmick, but a competitive edge. It affirms the belief that when applied ethically and strategically, AI can enhance creativity, drive results, and redefine what’s possible in digital marketing.
For us, it’s also personal. We’ve spent years building workflows that don’t just chase algorithms — they serve real users. This recognition is proof that our approach works, and that the future belongs to marketers who adapt, test, and innovate.
The Future: SEO + AEO, Not One or the Other
AI search doesn’t spell the end of SEO — it expands the playing field. Here’s how we believe modern brands should adapt:
- Balance long-form content and concise answers: Satisfy both deep user interest and instant AI summaries.
- Use structured data and schema markup: Make content readable not just to humans, but to machines.
- Target questions, not just keywords: Build pages around queries people actually ask AI tools.
- Embrace iterative improvement: Use AI models to test, learn, and scale content faster.
Just like SEO didn’t die when social media rose, it won’t die with AI either. It’s evolving. And the marketers who evolve with it will define the next decade of digital growth.
Let’s Connect
Thanks again to the judges and organizers behind the European Search Awards. Whether we take home a trophy or not, we’re honored to be part of the conversation shaping the future of search.
Contact information
Jorge Castro, CEO Growth Marketing Sweden AB
Linkedin Growth Marketing (Company page)
Linkedin Jorge Castro (CEO)
SEO AI SOFTWARE (SaaS)
AI Agency SEO software (For agencies)
