How AI is changing SEO: a two-part European Newsroom workshop 

Why is my website not appearing as a top search result on Google? How do I adapt my content to make it more visible online? And how is the rise of Artificial Intelligence (AI) changing the way digital content finds its way to the intended audience?

On April 10 and 21, the European Newsroom (enr) organised a series of two webinars on Search Engine Optimization (SEO) and Generative Engine Optimization (GEO) – exploring how newsrooms can make their content more visible on search engines like Google, as well as in the context of the emerging online world driven by AI.

Participants came from European Newsroom member agencies PAP (Poland) CTK (Czech Republic) EFE, Europa Press (both from Spain), BTA (Bulgaria) STA (Slovenia), and MIA (North Macedonia).

Part I: SEO and AI

During the first session of the workshop, participants were introduced to the fundamentals of SEO and how the focus is shifting due to the use of artificial intelligence. 

Ubiquitous AI tools such as ChatGPT, Claude, and Google Gemini are increasingly changing user behavior and often replacing traditional search engines. To remain visible with your own content, classic SEO principles alone are no longer sufficient. 

The main takeaway? SEO is not dead – to the contrary, it remains the most important foundation for GEO and search engines will continue to be highly relevant.

Part II: EEAT factors

The second and final session focused on so-called E-E-A-T factors, demonstrating the steps needed to be recognised as a reliable source by both search engines and AI systems.

The acronym E-E-A-T stands for a Google quality concept covering Experience, Expertise, Authoritativeness, and Trustworthiness. It is used to assess the quality and credibility of website content. E-E-A-T factors are a standard in search engine optimization.