For years, search engines were the starting point of the internet. But as AI has come into play over the last few years, that starting point has quietly begun to change shape. Users no longer just type “villa rental Kaş”; instead, they write full sentences such as “Which affordable villas in Kaş would suit a quiet family holiday in September?”
At 110design, we follow this change closely on both the SEO and the software side, because the steps taken today will directly affect visibility over the next few years.
From Keywords to User Intent
In the era of classic SEO, the main focus was the question “How many times did we use the right keyword?” AI-powered algorithms, however, now look at the following:
- What does the user want to find out?
- Are they close to buying, or just researching?
- What intent lies behind the question?
So when creating content, rather than focusing only on counting words, you need to think about whether that content genuinely solves a problem. This is why guides, FAQ sections and area overviews are becoming so valuable.
AI-Powered Summaries and Answer Boxes
In search results, we have increasingly started to see:
- Boxes that give a summary answer,
- Question-and-answer blocks,
- Rich content areas.
When creating these summaries, AI uses trustworthy, well-structured websites as its data sources.
This is where the following come in:
- A proper heading (H1–H2–H3) structure,
- A clear paragraph layout,
- Structured data markup such as Schema.org
Together, they make it easier for AI to “read” your content.
Technical Infrastructure and User Experience Are Now Even More Critical
AI also analyses how users behave. In other words, signals such as:
- How quickly the page loads,
- Whether the user reads the content or leaves straight away,
- Whether the design breaks on mobile
are becoming factors that affect rankings.
At 110design, we use:
- Fast front ends (Next.js / React),
- Optimised images,
- Robust server configurations
to make these signals as positive as possible. We see SEO not merely as a matter of “keywords”, but as an “end-to-end user experience”.
The Value of Content in the Age of AI
It is also a fact that AI can now produce pages and pages of text in just a few minutes. However, search engines are getting better every day at spotting this kind of repetitive, superficial content.
That is why texts that:
- Share real experience,
- Give concrete examples from the industry,
- Reflect the brand’s own voice,
- Speak directly to the reader
have become far more valuable. At 110design, our advice to the brands we work with is: “If necessary, produce less content, but make it better quality.”