SEO wird seit Jahren totgesagt – jetzt vor allem im Zusammenhang mit KI-Suche. Wie ordnen Sie das ein?

SEO verändert sich, aber die Grundlage bleibt dieselbe: Inhalte müssen für ein konkretes Informationsbedürfnis relevant, verständlich und vertrauenswürdig sein. Was sich verschiebt, ist die Frage, wer den Inhalt zuerst liest – die Nutzer:innen auf der Website oder ein KI-System, das daraus eine Antwort formuliert. Wer seine Inhalte sauber strukturiert, fachlich klar zuschreibt und konsistent ausbaut, bleibt sichtbar. Wer auf Keyword-Dichte und Textlänge optimiert hat, verliert Boden.

Healthcare ist einer Ihrer Schwerpunkte – was macht digitale Sichtbarkeit dort so anders?

Der Unterschied ist nicht technisch, er ist menschlich. Ein Mensch, der nach einer Klinik, einer Diagnose oder einem Behandlungsweg sucht, ist nicht auf der Suche nach einem Angebot. Er ist in einer oft belastenden Situation und braucht eine verlässliche Antwort. Das verändert alles: den Ton, die Struktur, die Zuschreibung von Expertise. Gleichzeitig gelten im Gesundheitswesen regulatorische Anforderungen wie Heilmittelwerbegesetz, Datenschutzanforderungen oder eingeschränkte Werbemöglichkeiten, die viele Standardstrategien schlicht nicht durchlaufen. Was funktioniert: Inhalte, die innerhalb dieser Grenzen die beste Antwort geben. Das ist anspruchsvoller als ein generischer Blog. Aber es ist auch haltbarer.

Was wird beim Thema KI-gestützte Suche am meisten missverstanden?

Dass es sich um ein technisches Problem handelt. In den meisten Gesprächen geht es sofort um Tools, Prompts und Optimierungschecks. Das ist der falsche Startpunkt. KI-Systeme zitieren keine Inhalte, nur weil sie gut formatiert sind, sondern sie zitieren Inhalte, weil sie als vertrauenswürdig gelten. Das ist eine Frage von Struktur, Autorschaft und Konsistenz über Zeit. Wer heute anfängt, Expertise sichtbar zu machen, beispielsweise mit Namen, Werdegang, nachvollziehbarer Haltung, baut das auf, was KI-Systeme morgen als Quelle bevorzugen.

Katrin Kratz

Strategy & SEO/GEO Specialist

Katrin Kratz develops visibility strategies for a search landscape that is undergoing fundamental change. Her work focuses on the intersection of traditional search engine optimization, generative engine optimization, and the rise of agent-based search systems, with a particular emphasis on industries where trust, regulation, and quality are not options but prerequisites.

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Katrin Kratz's Areas of Expertise

At the intersection of traditional search, AI systems, and what comes next.

Strategic Search Engine Optimization

Sustainable visibility isn't achieved through individual measures, but through structures that stand the test of time. The focus is on robust keyword architectures, clear information hierarchies, and technical foundations that not only enable but also ensure organic growth.

Generative Engine Optimization (GEO)

With AI summaries, LLM-based search results, and agent-driven research processes, the question is shifting from “Does my content rank?” to “Is my content cited, and by whom?” Katrin Kratz explores how content can be structured so that it is considered a reliable, citable source not only for humans but also for machine-based evaluation processes.

Healthcare & Regulated Markets

In the healthcare sector, visibility, trust, data protection, and the German Law on the Advertising of Medicines intersect directly. Anyone looking to build reach in this field doesn’t need more flashy content, but rather more precise content. Katrin Kratz develops strategies that work within regulatory boundaries, not in spite of them.

About Katrin Kratz

SEO Strategy, Generative Engine Optimization, Agentic Search, Information Architecture, E-E-A-T, Content Strategy, Digital Visibility in the Healthcare Sector

Visibility is not an end in itself. The question is not whether people can find you, but whether you are considered a reliable source when someone is making an important decision.
Katrin Kratz

Freedom and Its Price

3 Questions for Katrin Kratz

People have been declaring SEO dead for years—especially now in connection with AI search. What’s your take on this?

SEO is changing, but the fundamentals remain the same: content must be relevant, understandable, and trustworthy for a specific information need. What’s shifting is the question of who reads the content first—the users on the website or an AI system that uses it to formulate an answer. Those who structure their content clearly, write it in a technically precise manner, and expand it consistently will remain visible. Those who have optimized for keyword density and text length are losing ground.

Healthcare is one of your key focus areas—what makes digital visibility so different in that sector?

The difference isn’t technical—it’s human. Someone looking for a clinic, a diagnosis, or a treatment plan isn’t just searching for a service offering. They’re often in a stressful situation and need a reliable answer. That changes everything: the tone, the structure, and how expertise is perceived. At the same time, the healthcare sector is subject to regulatory requirements such as the German Law on the Advertising of Medicines, data protection regulations, and restrictions on advertising—factors that many standard strategies simply do not account for. What works: content that provides the best answer within these constraints. This is more challenging than a generic blog. But it’s also more sustainable.

What is the most common misconception about AI-powered search?

That this is a technical problem. In most conversations, the focus immediately shifts to tools, prompts, and optimization checks. That’s the wrong place to start. AI systems don’t cite content just because it’s well-formatted; they cite it because it’s considered trustworthy. It’s a matter of structure, authorship, and consistency over time. Anyone who starts today to make their expertise visible—for example, through their name, professional background, and transparent stance—is building the very foundation that AI systems will prefer as a source tomorrow.

Magazine Articles by Katrin Kratz

Seasonality in Digital Marketing

Every October, it’s the same story: Suddenly, everyone is searching for Christmas gifts, Black Friday deals, and Advent calendars. Companies that haven’t yet published relevant content, prepared campaigns, or set up seasonal landing pages by this point watch as their competitors rake in the visibility. Search engines can take anywhere from days to weeks to index content, and Meta and Google Ads also need time to learn. So if you start in November, there’s no guarantee you’ll be ranking and converting by December.

Seasonality in marketing means knowing these patterns, planning them out systematically, and leveraging them consistently before demand arises—not after it’s already there. This article highlights which occasions are relevant, how seasonality impacts various disciplines of digital marketing, and what a structured annual approach looks like in practice.

Grounding Pages for Greater Visibility in AI Search

There are companies that have been producing high-quality content for years and achieving solid search engine rankings as a result. And yet, they simply don’t appear in the responses from ChatGPT, Perplexity, and other LLMs. Not because their content is poor, but because AI systems simply can’t make sense of it. Today, anyone who writes for humans must also ensure that machines understand who or what is behind that content. This is exactly where grounding pages come in.

Prompt Monitoring: How to track your visibility in AI search

People talk to AI systems differently than they search on Google. "Project management tool remote team" becomes "I'm looking for a solution for project management in a distributed team of ten people." This natural language fundamentally changes how content is found and, therefore, how you need to measure whether your content is even discoverable. Traditional keyword rankings are ineffective when the majority of people are no longer searching for keywords. So how can you track your brand's performance in AI tool search results? Prompt Monitoring provides the answer to this question. It systematically records when and how AI systems talk about your company, which sources they use, and how you are positioned compared to your competitors. In this article, you will learn how prompt monitoring works, why it differs fundamentally from classic keyword tracking, and what specific options for action it offers.

Traffic drops, visibility remains

Rankings are stable, visibility is on the rise, but traffic is plummeting. This seemingly contradictory situation is currently confusing many website operators. The cause lies in a fundamental change in the search landscape: AI-powered search engines are changing how users search for and consume information. This development requires a rethink of how success is measured in digital marketing. Traffic and click numbers are becoming less meaningful, while new metrics are coming to the fore. The question is no longer just "How many clicks are we generating?" but "How present is our brand in the answers users receive?"

SEO vs. GEO

Two channels, double the effort? Not necessarily. Both traditional and AI search engines work with your content, but evaluate it according to different criteria in some cases. Some of your SEO measures will therefore automatically work for GEO as well, while others will need to be adapted and still others will be completely ineffective. Knowing these differences saves resources and increases your visibility across both channels. In this article, we'll show you which of your SEO basics continue to work for GEO and where you need to adjust your strategy.

Google AI Overview: What the new function means for your online presence

The introduction of AI Overviews in Germany at the end of March 2025 has fundamentally changed the search landscape on Google. For website operators and SEO managers, this presents new challenges and a variety of strategic considerations.

How do you write the perfect blog article?

Whether to expand a website, as a creative outlet or to provide information: blogs are an integral part of the Internet and accompany many people in their everyday lives. As a blog can also contribute to a company's positive reputation, it is also a popular marketing tool. But how do you get started? How should a blog be designed? And how do you find the right topics? In this article, we give you a compact summary of the perfect blog article: Blogception, so to speak.

SEO vs. SEA - When is which measure worthwhile?

SEO and SEA are essential components of search engine marketing. Website operators rely on these measures to strengthen their online presence, increase traffic and ultimately boost their sales. But what exactly is behind SEO and SEA, and how do these approaches differ? This article answers these and other questions.

5 points for better search engine optimization

To ensure the constant growth of your website, it is crucial to regularly optimize key SEO aspects and ensure that your content is easy to read for search engines. A targeted focus on the most important SEO measures, such as avoiding duplicate content, using an SSL certificate, optimizing the loading time, the quality of the content and mobile optimization, ensures that your website remains visible and continuously improves.