{"id":72207,"date":"2026-05-21T11:20:10","date_gmt":"2026-05-21T11:20:10","guid":{"rendered":"https:\/\/morningtrain.dk\/google-update-fundamentally-changes-the-way-we-search\/"},"modified":"2026-05-27T07:56:50","modified_gmt":"2026-05-27T07:56:50","slug":"google-update-fundamentally-changes-the-way-we-search","status":"publish","type":"post","link":"https:\/\/morningtrain.dk\/en\/google-update-fundamentally-changes-the-way-we-search\/","title":{"rendered":"Google update fundamentally changes the way we search"},"content":{"rendered":"<section class=\"mt-blog-post-cover wp-block-mt-blog-post-cover\">\n    <div class=\"mt-blog-post-cover__inner page-container\">\n        <div class=\"mt-blog-post-cover__text-container\">\n                                                <p class=\"mt-blog-post-cover__tagline tagline\">AI<\/p>\n                                                    <p class=\"mt-blog-post-cover__date\">\n                        21. May 2026                    <\/p>\n                                                        <h1 class=\"mt-blog-post-cover__title\">Google update fundamentally changes the way we search<\/h1>\n                    <\/div>\n        <div class=\"wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">Google is changing the way we find and use information online. In this article, we take a closer look at what Google\u2019s new AI update means for SEO, digital visibility, and how businesses should approach content and branding going forward. <\/p><\/div><figure class=\"wp-block-post-featured-image\"><img decoding=\"async\" width=\"1248\" height=\"720\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/Google-update-medfoerer-fundamentale-aendringer.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"object-fit:cover;\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/Google-update-medfoerer-fundamentale-aendringer.png 1248w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/Google-update-medfoerer-fundamentale-aendringer-300x173.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/Google-update-medfoerer-fundamentale-aendringer-1024x591.png 1024w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/Google-update-medfoerer-fundamentale-aendringer-768x443.png 768w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/Google-update-medfoerer-fundamentale-aendringer-600x346.png 600w\" sizes=\"(max-width: 1248px) 100vw, 1248px\" \/><\/figure>\n    <\/div>\n<\/section>\n\n\n<section\n    class=\"mt-blog-post-content mt-blog-post-content--has-table-of-contents mtSpacing-top-none mtSpacing-bottom-medium\"\n>\n    <div class=\"mt-blog-post-content__inner page-container\">\n        <div class=\"mt-blog-post-content__table-of-contents\">\n                                                <p class=\"mt-blog-post-content__table-of-contents-title\">\n                        Indhold\n                    <\/p>\n                                                    <a\n                        href=\"#online\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Google er ved at \u00e6ndre m\u00e5den, vi finder information online\n                    <\/a>\n                                    <a\n                        href=\"#seo\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Hvad betyder det for SEO?\n                    <\/a>\n                                    <a\n                        href=\"b2b\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Hvad betyder det for B2B-virksomheder?\n                    <\/a>\n                                    <a\n                        href=\"ting\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        <strong>Hvis du kun skulle g\u00f8re 3 ting lige nu<\/strong>\n                    <\/a>\n                                  <\/div>\n        <div class=\"mt-blog-post-content__items\">\n                            \n\n<h2 class=\"wp-block-heading\" id=\"online\">Google is changing the way we find information online<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Google has just announced the biggest change to its search engine in more than 25 years.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is not just about better search results or another AI feature. <strong>Google is fundamentally changing the way we find and use information online.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Going forward, Google will increasingly:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>provide answers directly in Google instead of sending users to other websites,<\/li>\n\n\n\n<li>summarize information from multiple sources,<\/li>\n\n\n\n<li>engage in conversations with users,<\/li>\n\n\n\n<li>and assist with research, planning, and decision-making directly within the search results.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Test: How exposed are you to Google&#8217;s AI future?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Take the test below and learn more about how vulnerable you are to Google&#8217;s AI direction, what it will mean for you, and what you should focus on from here. <span class=\"mt-text-highlight\"><strong>There are 16 questions and the test takes about 4 minutes.<\/strong><\/span><\/p>\n\n\n<section class=\"mt-ai-maturity-assessment-flexible\" >\n    <div data-react-class=\"AiMaturityAssessmentFlexibleApp\" data-react-props=\"{&quot;tagline&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;,&quot;intro&quot;:&quot;&quot;,&quot;resultTitle&quot;:&quot;Result&quot;,&quot;resultIntro&quot;:&quot;Below you will see your exposure (risk) to being disrupted SEO-wise by Google&#039;s AI direction. You will also find our recommendations for what your focus should be from here.&quot;,&quot;buttonText&quot;:&quot;Se hvor udsatte I er&quot;,&quot;resetText&quot;:&quot;Start forfra&quot;,&quot;resetOpenSlideInContact&quot;:false,&quot;resetOpenSlideInContactView&quot;:&quot;1&quot;,&quot;questions&quot;:[{&quot;question&quot;:&quot;How much of your organic traffic comes from information searches (traffic to blog, news or articles)?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;Almost everything&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Much&quot;,&quot;weight&quot;:20},{&quot;text&quot;:&quot;About half&quot;,&quot;weight&quot;:50},{&quot;text&quot;:&quot;A smaller part&quot;,&quot;weight&quot;:70},{&quot;text&quot;:&quot;Very little&quot;,&quot;weight&quot;:100}]},{&quot;question&quot;:&quot;What type of pages do you have most on your website (are you talking to visitors looking for a supplier, or those looking for information)?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;Blog articles&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Landing pages&quot;,&quot;weight&quot;:20},{&quot;text&quot;:&quot;Product pages&quot;,&quot;weight&quot;:50},{&quot;text&quot;:&quot;Campaign pages&quot;,&quot;weight&quot;:80}]},{&quot;question&quot;:&quot;Do you have unique data, benchmarks or analyses available?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;None&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Some&quot;,&quot;weight&quot;:40},{&quot;text&quot;:&quot;We have several&quot;,&quot;weight&quot;:70},{&quot;text&quot;:&quot;Many&quot;,&quot;weight&quot;:100}]},{&quot;question&quot;:&quot;How often does your content answer questions that AI can answer directly (\\&quot;what is...\\&quot;, \\&quot;guide to...\\&quot;, \\&quot;benefits of...\\&quot;)?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;Very often&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Often&quot;,&quot;weight&quot;:10},{&quot;text&quot;:&quot;Sometimes&quot;,&quot;weight&quot;:40},{&quot;text&quot;:&quot;Rarely&quot;,&quot;weight&quot;:70},{&quot;text&quot;:&quot;Almost never&quot;,&quot;weight&quot;:100}]},{&quot;question&quot;:&quot;If Google only showed an AI answer in the search result - how often would the user still need your website?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;Never&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Rarely&quot;,&quot;weight&quot;:20},{&quot;text&quot;:&quot;Often&quot;,&quot;weight&quot;:70},{&quot;text&quot;:&quot;Almost always&quot;,&quot;weight&quot;:100}]},{&quot;question&quot;:&quot;How much of your content could realistically be written by an AI (e.g. ChatGPT?)&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;Almost everything&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Very much&quot;,&quot;weight&quot;:20},{&quot;text&quot;:&quot;Some&quot;,&quot;weight&quot;:50},{&quot;text&quot;:&quot;Limited&quot;,&quot;weight&quot;:70},{&quot;text&quot;:&quot;Almost nothing&quot;,&quot;weight&quot;:100}]},{&quot;question&quot;:&quot;Do you have unique cases, experiences or perspectives on your website with concrete results, figures or experiences (something the competitor cannot copy)?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;Not at all&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Almost not&quot;,&quot;weight&quot;:20},{&quot;text&quot;:&quot;Little&quot;,&quot;weight&quot;:50},{&quot;text&quot;:&quot;Many&quot;,&quot;weight&quot;:70},{&quot;text&quot;:&quot;It is a central part of our content&quot;,&quot;weight&quot;:100}]},{&quot;question&quot;:&quot;How expert-driven is your content?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;Generic marketing content&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Partly expert-based&quot;,&quot;weight&quot;:20},{&quot;text&quot;:&quot;Clear expert knowledge&quot;,&quot;weight&quot;:80}]},{&quot;question&quot;:&quot;How many monthly brand searches do you have (how many people are actively searching for your brand)?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;0-49&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;50-199&quot;,&quot;weight&quot;:20},{&quot;text&quot;:&quot;200-499&quot;,&quot;weight&quot;:40},{&quot;text&quot;:&quot;500-999&quot;,&quot;weight&quot;:70},{&quot;text&quot;:&quot;&gt;1000&quot;,&quot;weight&quot;:100}]},{&quot;question&quot;:&quot;Would people seek you out directly without Google?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;No&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Probably not&quot;,&quot;weight&quot;:20},{&quot;text&quot;:&quot;Maybe&quot;,&quot;weight&quot;:40},{&quot;text&quot;:&quot;Often&quot;,&quot;weight&quot;:70},{&quot;text&quot;:&quot;Very much so&quot;,&quot;weight&quot;:100}]},{&quot;question&quot;:&quot;Do your employees have expert profiles on the internet (e.g. biography pages on the website or an active LinkedIn profile)?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;No&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Limited&quot;,&quot;weight&quot;:30},{&quot;text&quot;:&quot;Some have&quot;,&quot;weight&quot;:60},{&quot;text&quot;:&quot;Yes, several have&quot;,&quot;weight&quot;:80}]},{&quot;question&quot;:&quot;Do you have interactive tools such as calculators, tools, tests or anything else to offer your website visitors?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;None&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Very few&quot;,&quot;weight&quot;:40},{&quot;text&quot;:&quot;Some&quot;,&quot;weight&quot;:70},{&quot;text&quot;:&quot;Several tools&quot;,&quot;weight&quot;:100}]},{&quot;question&quot;:&quot;Do you have content that explains complex topics through illustrations, videos, or infographics?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;Nothing&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Few illustrations&quot;,&quot;weight&quot;:32},{&quot;text&quot;:&quot;Video and illustrations&quot;,&quot;weight&quot;:70},{&quot;text&quot;:&quot;Yes many&quot;,&quot;weight&quot;:100}]},{&quot;question&quot;:&quot;Do you share opinions or perspectives on developments in your industry?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;Never&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Rarely&quot;,&quot;weight&quot;:20},{&quot;text&quot;:&quot;Sometimes&quot;,&quot;weight&quot;:40},{&quot;text&quot;:&quot;Weekly&quot;,&quot;weight&quot;:80}]},{&quot;question&quot;:&quot;How dependent are you on organic traffic (traffic from SEO)?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;Critically dependent&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Very dependent&quot;,&quot;weight&quot;:20},{&quot;text&quot;:&quot;Partially&quot;,&quot;weight&quot;:60},{&quot;text&quot;:&quot;To a lesser extent&quot;,&quot;weight&quot;:100}]},{&quot;question&quot;:&quot;Do you have strong alternative distribution channels?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;No&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Limited&quot;,&quot;weight&quot;:20},{&quot;text&quot;:&quot;Some channels&quot;,&quot;weight&quot;:50},{&quot;text&quot;:&quot;More strong&quot;,&quot;weight&quot;:100}]}],&quot;maturityLevels&quot;:[{&quot;min&quot;:25,&quot;title&quot;:&quot;&lt;strong&gt;Acutely and Critically AI-Exposed&lt;\\\/strong&gt;&quot;,&quot;description&quot;:&quot;Your current setup is almost designed to be disrupted by AI search. This does not mean that your business is weak, but that your distribution strategy is extremely vulnerable. You will 100% certainly be negatively affected by this development if you do not act soon.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Recommended focus&lt;\\\/strong&gt;&lt;br&gt;You should rethink:&lt;br&gt; - Distribution of messages&lt;br&gt; - Branding efforts&lt;br&gt; - Building a community&lt;br&gt; - Establishing demand gen&lt;br&gt; - Creating proprietary value (calculators, analyses, cases and much more)&lt;br&gt; - Focus on optimizing your content so that it has a unique value added&quot;},{&quot;min&quot;:40,&quot;title&quot;:&quot;Very critical exposure&quot;,&quot;description&quot;:&quot;Your current strategy is extremely dependent on classic informational SEO. You probably know a lot about your field, but your content appears too generic and interchangeable in an AI world.&lt;br&gt;&lt;br&gt;Google can increasingly use your knowledge without passing on traffic. If AI overviews accelerate, your organic traffic could be hit hard.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Recommended focus&lt;\\\/strong&gt;&lt;br&gt; - Rethink your marketing foundation&lt;br&gt; - You should consider paid distribution channels for essential messages&lt;br&gt; - Intensify branding efforts&lt;br&gt; - Work with thought leadership&lt;br&gt; - Do more PR so that more authorities (news media) mention you&quot;},{&quot;min&quot;:50,&quot;title&quot;:&quot;High exposure&quot;,&quot;description&quot;:&quot;A large part of your traffic is probably based on content that AI can summarize directly in the search results. You risk losing visibility and traffic in the short term.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Recommended focus&lt;\\\/strong&gt;&lt;br&gt; - Develop and distribute cases with concrete findings\\\/results&lt;br&gt; - Share your experiences, opinions and perspectives from the market&lt;br&gt; - \u200b\u200bIntensify branding efforts&lt;br&gt; - Work with thought leadership&lt;br&gt; - Develop something that people can interact with on the website (calculators, configurations, tests, etc.)&quot;},{&quot;min&quot;:59,&quot;title&quot;:&quot;Moderate exposure&quot;,&quot;description&quot;:&quot;&lt;strong&gt;Your expertise is strong, but your content has become interchangeable&lt;\\\/strong&gt;&lt;br&gt;You still have strong capabilities, but some of your content is vulnerable to AI responses. Your current strategy is still working, but probably not as well in 2-3 years.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Recommended focus&lt;\\\/strong&gt;&lt;br&gt; - Build content AI can&#039;t copy (benchmarks, calculators, analyses)&lt;br&gt; - Share your experiences, opinions and perspectives from the market&lt;br&gt; - \u200b\u200bWork more with thought leadership, both on the website and also elsewhere on the internet (e.g. LinkedIn, PR, etc.).&lt;br&gt; - Develop something that people can interact with on the website (calculators, configurations, tests, etc.).&quot;},{&quot;min&quot;:70,&quot;title&quot;:&quot;Relatively robust in facing the AI \u200b\u200bfuture&quot;,&quot;description&quot;:&quot;You are not immune, but you have clear strengths that protect you. AI will likely reduce some top funnel traffic, but your credibility and expertise still make the difference.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Recommended Focus&lt;\\\/strong&gt;&lt;br&gt; - Continue to strengthen your brand&lt;br&gt; - Strengthen your expert profiles&lt;br&gt; - Develop proprietary content (cases, analyses, findings, industry knowledge, benchmarks, etc.).&quot;},{&quot;min&quot;:80,&quot;title&quot;:&quot;Low AI exposure&quot;,&quot;description&quot;:&quot;Well done! &lt;br&gt;You have built value that AI can\u2019t just sum up. Your competitor certainly hasn\u2019t. Now you just have to keep the momentum going. &lt;br&gt;&lt;br&gt;You have low risk if you stay the course. &lt;br&gt;&lt;br&gt;&lt;strong&gt;Your strengths likely lie in:&lt;br&gt;&lt;\\\/strong&gt; - Brand&lt;br&gt; - Relationships&lt;br&gt; - Your tools&lt;br&gt; - Proprietary insights &lt;br&gt;&lt;br&gt;&lt;strong&gt;Recommended focus&lt;\\\/strong&gt;&lt;br&gt; - Scaling and thought leadership.&quot;}],&quot;labels&quot;:{&quot;progress&quot;:&quot;Progress&quot;,&quot;previous&quot;:&quot;Previous&quot;,&quot;next&quot;:&quot;Next&quot;,&quot;question&quot;:&quot;Sp\u00f8rgsm\u00e5l&quot;,&quot;of&quot;:&quot;of&quot;,&quot;complete&quot;:&quot;Se hvor udsatte I er&quot;,&quot;restart&quot;:&quot;Start forfra&quot;,&quot;noQuestions&quot;:&quot;Tilf\u00f8j mindst \u00e9t sp\u00f8rgsm\u00e5l for at vise testen.&quot;}}\">\n        <div class=\"mt-ai-maturity-assessment-flexible__inner page-container\">\n            <div class=\"mt-ai-maturity-assessment-flexible__content\">\n                                                            <\/div>\n\n                            <div class=\"mt-ai-maturity-assessment-flexible__app\">\n                    <div class=\"mt-ai-maturity-assessment-flexible__step-card\">\n                        <div class=\"mt-ai-maturity-assessment-flexible__progress-header\">\n                            <span class=\"mt-ai-maturity-assessment-flexible__progress-label\">Progress<\/span>\n                            <span class=\"mt-ai-maturity-assessment-flexible__progress-count\">1 of 16<\/span>\n                        <\/div>\n\n                        <div class=\"mt-ai-maturity-assessment-flexible__progress\" aria-hidden=\"true\">\n                            <span style=\"width: 6.2500%\"><\/span>\n                        <\/div>\n\n                        <div class=\"mt-ai-maturity-assessment-flexible__question-wrap\">\n                            <h3 class=\"mt-ai-maturity-assessment-flexible__question-title\">How much of your organic traffic comes from information searches (traffic to blog, news or articles)?<\/h3>\n\n                            <div class=\"mt-ai-maturity-assessment-flexible__options\" role=\"list\">\n                                                                    <button class=\"mt-ai-maturity-assessment-flexible__option\" type=\"button\">\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-control\" aria-hidden=\"true\"><\/span>\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-label\">Almost everything<\/span>\n                                    <\/button>\n                                                                    <button class=\"mt-ai-maturity-assessment-flexible__option\" type=\"button\">\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-control\" aria-hidden=\"true\"><\/span>\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-label\">Much<\/span>\n                                    <\/button>\n                                                                    <button class=\"mt-ai-maturity-assessment-flexible__option\" type=\"button\">\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-control\" aria-hidden=\"true\"><\/span>\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-label\">About half<\/span>\n                                    <\/button>\n                                                                    <button class=\"mt-ai-maturity-assessment-flexible__option\" type=\"button\">\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-control\" aria-hidden=\"true\"><\/span>\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-label\">A smaller part<\/span>\n                                    <\/button>\n                                                                    <button class=\"mt-ai-maturity-assessment-flexible__option\" type=\"button\">\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-control\" aria-hidden=\"true\"><\/span>\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-label\">Very little<\/span>\n                                    <\/button>\n                                                            <\/div>\n\n                            <div class=\"mt-ai-maturity-assessment-flexible__navigation\">\n                                <button class=\"mt-ai-maturity-assessment-flexible__nav-button mt-ai-maturity-assessment-flexible__nav-button--secondary\" type=\"button\" disabled>\n                                    Previous\n                                <\/button>\n                                <button class=\"mt-ai-maturity-assessment-flexible__nav-button mt-ai-maturity-assessment-flexible__nav-button--primary\" type=\"button\" disabled>\n                                    Next\n                                <\/button>\n                            <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                    <\/div>\n    <\/div>\n<\/section>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>In other words, search is shifting from primarily being about links to increasingly being about answers, recommendations, and actions directly in the search experience.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the same time, this marks a major shift away from much of the SEO practice that has dominated for years. <strong>Generic SEO content created to target specific searches risks losing its effectiveness as Google increasingly delivers the answers itself.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1848\" height=\"1328\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/New-Google-update.png\" alt=\"\" class=\"wp-image-72218\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/New-Google-update.png 1848w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/New-Google-update-300x216.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/New-Google-update-1024x736.png 1024w\" sizes=\"(max-width: 1848px) 100vw, 1848px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"seo\">What does this mean for SEO?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For many years, SEO has been about creating visibility in Google\u2019s search results through keywords, technical optimisations, and content designed to rank for specific searches.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But as Google increasingly starts delivering the answers directly, the rules of the game change.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Visibility will no longer be only about rankings and clicks.  <strong>It will increasingly be about whether Google considers you a credible source worth using in AI-generated answers.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This also means that much of the generic SEO content that has shaped the internet in recent years will likely lose value. AI does not need yet another article that summarises the same thing as everyone else. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Instead, content that is favoured is content that:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>contributes genuine expertise,<\/li>\n\n\n\n<li>demonstrates experience and specialist knowledge,<\/li>\n\n\n\n<li>explains complex topics,<\/li>\n\n\n\n<li>and helps the user make decisions.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1848\" height=\"1328\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/Before-and-after-the-new-Google-update.png\" alt=\"\" class=\"wp-image-72217\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/Before-and-after-the-new-Google-update.png 1848w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/Before-and-after-the-new-Google-update-300x216.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/Before-and-after-the-new-Google-update-1024x736.png 1024w\" sizes=\"(max-width: 1848px) 100vw, 1848px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"b2b\">What does this mean for B2B companies?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The update will significantly affect both B2C and B2B companies\u2014but in different ways.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For ecommerce and B2C, the changes will primarily impact product searches, shopping experiences, and the traffic that has traditionally come directly from Google.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From a B2B perspective, the development is particularly interesting because buying journeys are often longer and more information-driven. Decisions are rarely made based on a single click or a single ad, but through research, comparison, and assessment of credibility over time. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>For B2B companies, it therefore becomes more important than ever to be perceived as a credible expert<\/strong>\u2014not just as another website in the search results.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ting\"><strong>If you only had to do 3 things right now<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If you work strategically with SEO and digital visibility, now is a good time to adjust your focus.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Going forward, it will be more important to be selected as a credible source than simply to rank for a keyword.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are three things you can advantageously focus on already now:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. Create less content\u2014but with more value<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Many companies have, for years, worked with large volumes of SEO content produced for specific searches.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>But much of the generic SEO content that previously generated traffic risks becoming invisible going forward.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Instead, focus on content that:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>provides unique insights (e.g., your perspective on developments in the industry or specific experiences from customers and projects)<\/li>\n\n\n\n<li>shows experience from real cases (e.g., results, challenges, or learnings from a specific project)<\/li>\n\n\n\n<li>helps the recipient make decisions (e.g., guides, calculators, assessments, or concrete recommendations based on experience).<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1848\" height=\"1328\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/Valuable-content.png\" alt=\"\" class=\"wp-image-72220\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/Valuable-content.png 1848w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/Valuable-content-300x216.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/Valuable-content-1024x736.png 1024w\" sizes=\"(max-width: 1848px) 100vw, 1848px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">2. Make the expertise behind the company more visible<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Google will increasingly assess who is behind the content\u2014and whether the company actually has genuine expertise within the topic.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Therefore, it becomes more important to make your expertise visible through the following:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1848\" height=\"1328\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/Clear-expertise.png\" alt=\"\" class=\"wp-image-72221\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/Clear-expertise.png 1848w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/Clear-expertise-300x216.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/05\/Clear-expertise-1024x736.png 1024w\" sizes=\"(max-width: 1848px) 100vw, 1848px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">In other words, it is not only about having expertise\u2014but about making it visible and credible for both users and Google.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Because when AI has to assess which sources are worth highlighting, it will matter more:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>who is saying something,<\/li>\n\n\n\n<li>what experience they have,<\/li>\n\n\n\n<li>and whether the expertise can be documented.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">3. Think of branding and SEO as one discipline<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As Google increasingly starts summarising answers directly in the search results, recognisability and trust become more important.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Therefore, it becomes more important to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>have a clear positioning,<\/li>\n\n\n\n<li>communicate consistently across channels,<\/li>\n\n\n\n<li>share strong professional perspectives,<\/li>\n\n\n\n<li>and build relationships through, for example, newsletters, LinkedIn, and thought leadership.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Because if several companies say the same thing, both users and AI will typically choose the sender they already trust.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"736\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Retargeting-1024x736.png\" alt=\"\" class=\"wp-image-66231\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Retargeting-1024x736.png 1024w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Retargeting-300x216.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Retargeting.png 1848w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-mt-blog-post-text-box mt-blog-post-text-box\"><div class=\"mt-blog-post-text-box__inner page-container\"><div class=\"mt-blog-post-text-box__box\">\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/morningtrain.dk\/en\/branding-bliver-afgoerende-for-seo-i-fremtiden\/\" type=\"attachment\" id=\"65798\">Read more about the importance of branding for the future of SEO here.<\/a><\/p>\n<\/div><\/div><\/div>\n\n\n                                            <\/div>\n        <div class=\"mt-blog-post-content__small-related-posts\">\n                                <\/div>\n    <\/div>\n    <\/section>\n\n\n\n<section class=\"mt-contact-section-primary mtSpacing-top-extraSmall mtSpacing-bottom-extraSmall\">\n        <div class=\"mt-contact-section-primary__inner\">\n            <div class=\"mt-contact-section-primary__employees mt-contact-section-primary__employees--left\">\n    <svg class=\"desktop\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"374\" height=\"446\" viewBox=\"0 0 374 434\" fill=\"none\">\n        <path opacity=\"0.1\" d=\"M134.537 433.3C45.3596 429.676 -23.0317 325.591 9.03701 242.3C38.5001 165.777 123.57 166.011 205.537 168.3C258.248 169.771 335.707 202.586 367.539 147.3C404.88 82.4455 247.037 -1.7002 247.037 -1.7002\" stroke=\"black\"\/>\n    <\/svg>\n    <svg class=\"mobile\" width=\"341\" height=\"184\" viewBox=\"0 0 341 184\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n        <path opacity=\"0.1\" d=\"M52.1,80.2c-80.4-3.3-48.6,64.1-19.7-11C59,0.3,135.7,0.5,209.5,2.5c47.5,1.3,94.7,23.9,131.9-2.5\" stroke=\"black\" stroke-width=\"0.901349\"\/>\n    <\/svg>\n            <div class=\"mt-contact-section-primary__employees--pill mt-contact-section-primary__employees--pill--top\">\n            <img decoding=\"async\"\n                src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2023\/12\/Niclas-Johansen-1-scaled-240x300.png\"\n                alt=\"Niclas Johansen\"\n            \/>\n        <\/div>\n                <div class=\"mt-contact-section-primary__employees--pill mt-contact-section-primary__employees--pill--middle\">\n            <img decoding=\"async\"\n                src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2023\/12\/Sanne-Storm-scaled-240x300.png\"\n                alt=\"Sanne Storm\"\n            \/>\n        <\/div>\n                <div class=\"mt-contact-section-primary__employees--pill mt-contact-section-primary__employees--pill--bottom\">\n            <img decoding=\"async\"\n                src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2025\/05\/Jonas-Steen-1-scaled-240x300.png\"\n                alt=\"Jonas Steen\"\n            \/>\n        <\/div>\n    <\/div>\n            <div class=\"mt-contact-section-primary__content page-container\">\n                <div class=\"mt-contact-section-primary__text-container\">\n                                            \n\n<p class=\"wp-block-mt-tagline mt-tagline\">Do not hesitate &#8211; we are always ready for a chat<\/p>\n\n\n\n<h2 class=\"wp-block-mt-heading mt-heading\">Want us to help strengthen your digital visibility?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We are always happy to have a no-obligation conversation about how we can help strengthen your digital visibility.<\/p>\n\n\n\n<div class=\"wp-block-mt-buttons mt-buttons\">\n<a class=\"wp-block-mt-button mt-button mt-button--primary open-slide-in-contact\" data-contact-slide-in-view=\"1\"><span class=\"mt-button__text\">Contact us<\/span><\/a>\n\n\n\n<a class=\"wp-block-mt-button mt-button mt-button--calendar open-slide-in-contact\" data-contact-slide-in-view=\"3\"><span class=\"mt-button__text\">Book a meeting<\/span><\/a>\n<\/div>\n\n\n                                    <\/div>\n            <\/div>\n            <div class=\"mt-contact-section-primary__employees mt-contact-section-primary__employees--right\">\n    <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"257\" height=\"514\" viewBox=\"0 0 257 514\" fill=\"none\">\n        <path opacity=\"0.1\" d=\"M77.5008 508.8C163.42 532.959 260.672 455.157 255.961 366.03C248.582 226.406 95.3635 250.267 28.5074 164.27C-57.7763 53.283 85.5077 -18.5301 85.5077 -18.5301\" stroke=\"black\"\/>\n    <\/svg>\n            <div class=\"mt-contact-section-primary__employees--pill mt-contact-section-primary__employees--pill--top\">\n            <img decoding=\"async\"\n                src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2023\/12\/Emelie-Caren-scaled-240x300.png\"\n                alt=\"Emelie Car\u00e9n\"\n            \/>\n        <\/div>\n                <div class=\"mt-contact-section-primary__employees--pill mt-contact-section-primary__employees--pill--middle\">\n            <img decoding=\"async\"\n                src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2023\/10\/Jesper-Martinussen-scaled-240x300.png\"\n                alt=\"Jesper Martinussen\"\n            \/>\n        <\/div>\n                <div class=\"mt-contact-section-primary__employees--pill mt-contact-section-primary__employees--pill--bottom\">\n            <img decoding=\"async\"\n                src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2024\/09\/Emil-Grimsgaard-1-scaled-240x300.png\"\n                alt=\"Emil Grimsgaard\"\n            \/>\n        <\/div>\n    <\/div>\n        <\/div>\n    <\/section>\n","protected":false},"excerpt":{"rendered":"<p>Google is changing the way we find and use information online. In this article, we take a closer look at what Google\u2019s new AI update means for SEO, digital visibility, and how businesses should approach content and branding going forward. <\/p>\n","protected":false},"author":2,"featured_media":72206,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[385],"tags":[392,387],"class_list":["post-72207","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai","tag-google","tag-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google update fundamentally changes the way we search - Morningtrain<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/morningtrain.dk\/en\/google-update-fundamentally-changes-the-way-we-search\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google update fundamentally changes the way we search - Morningtrain\" \/>\n<meta property=\"og:description\" content=\"Google is changing the way we find and use information online. 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