3 Essential Things for an SME Website in the Age of AI

ChatGPT, Google AI Overviews, Perplexity, and others answer questions directly — website clicks are virtually nonexistent. This is the reality website operators and marketers are facing in 2026. For SMEs that don’t appear in AI-generated answers, they simply don’t exist for potential customers.

The general consensus: SEO is dead and has been replaced by GEO (Generative Engine Optimization). That’s true — to some extent. GEO shifts some priorities, but old SEO measures remain relevant (for now).

In this blog post, we’ll highlight a few strategies SMEs can use to keep their websites competitive in the AI era. We’re deliberately focusing on website-specific measures—that is, on-page optimization. Nor can this serve as a comprehensive guide to successful GEO — companies, industries, and goals are simply too unique. Nevertheless, three key overarching principles can be identified.

Performance is the Foundation: The Technical Side of the Website

An AI, also known as an LLM (Large Language Model), is like a very impatient reader, hungry for data but short on time. What it doesn’t like: loooong loading times, messy code, and confusing website and page structures. Just like search engine crawlers in the days of traditional SEO, by the way.

The technical foundation of the website determines whether Google and AI bots can even capture the content efficiently. toujou websites are based on the TYPO3 content management system and, with the toujou themes — especially kojo — offer a clean technical foundation with the following features:

Load Time & Core Web Vitals

Extensive caching reduces load times. imgproxy converts media uploaded to the backend into an efficient format for the frontend application—however, no files larger than 10 MB should be uploaded to the backend. Additionally, lazy loading reduces the load time for images and videos. This allows for good scores in Core Web Vitals.

Clean Code

What LLMs and crawlers dislike: code chaos and code bloat. Information about the website is then extracted unreliably or even not at all; in any case, more computing power is required.

What is recommended, however, is a strict separation of HTML and CSS, as well as — where possible — minified JavaScript files. Both of these factors also contribute to faster website loading times.

Furthermore, at toujou, only sensible and proven TYPO3 configurations are implemented in the system. No unnecessary extensions, no unnecessary code.

Maintenance and Security

The third important technical aspect of a website is security. No one wants to be hacked due to outdated plugins and security vulnerabilities, which can quickly erode the hard-earned trust built with search engines.

TYPO3 is inherently considered secure among CMS platforms. With toujou, costs remain predictable at all times, as TYPO3 version upgrades — including supported PHP versions and ongoing security updates — are included in the plan. Stability and cost transparency with all the benefits of TYPO3.

Interim conclusion:

toujou provides you with the foundation for a technically sound, secure, and fast-loading website. The Core Web Vitals (LCP, CLS, and INP) are key metrics here. This foundation must also be taken into account during editorial work. 

Editorial Basics from the SEO Era

Website content should be structured in that way it can be read, understood, and actively referenced by bots and LLMs. And just as with the technical aspects, the basics here aren’t entirely new and can be easily maintained in toujou with just a few clicks.

Title and Description

Even though AIs often write their own summaries, they use a page’s meta tags as an important guide.

For SMEs, this means keeping the title and meta description short and concise. The title should contain the main keyword for the page and, ideally, the company or brand name. The meta description should include supplementary, descriptive, and search-intent-based information.

In toujou, both pieces of information can be entered in the backend under the SEO tab in the page properties. With the help of Yoast SEO, editors receive direct feedback on the length and wording of the title and meta description. 

Alt text for Images

AI can't see an image or video the way a human does. It requires what is known as alt text, which describes the image (or subtitles for videos). This is the only way the content can appear in image search results (SEO) and be processed by AI (GEO). On top of that, it also makes the website more accessible.

For editors of SME websites, this means: Describe the image precisely — by using topic-relevant terms. Not “Image1.jpg,” but, for example, “Master craftsman Ferguson installing a heat pump in an older building.” This is very easy to do in the toujou backend: Either via the Fileadmin or via the respective element containing the image.

Readability

Use simple language. Choose active voice over passive voice, short sentences instead of complex ones, and minimize the use of technical jargon where possible. Break up the text into paragraphs, and use a logically structured heading hierarchy.

Of course, this isn’t always fully achievable. In toujou, you receive immediate feedback via the integrated Yoast SEO extension. The Flesch Reading Ease score should be used judiciously depending on the context. A score between 50 and 69 is generally considered easy to read. Higher scores can quickly come across as too simplistic (child language), while lower scores resemble technical literature.

For SMEs, this means: Write short, concise sentences in the active voice. Conscious use of technical terms as well as meaningful subheadings with appropriate H-tags. Bullets and lists complement the varied structure. With the Rich Text Editor, this can be easily implemented in all text elements via DIY.

Links & Keywords

Anyone looking to optimize their website holistically cannot ignore the importance of link structure. When it comes to on-page optimization, you should always ensure that there are plausible and sufficient links to pages with similar topics. Links can be easily inserted into text and certain media elements (e.g., teasers).

Important note: The link destination — the entered URL — should generally not open in a new tab, meaning the _blank attribute should not be used. In toujou, pages, files, or contact options can be linked via the so-called link handler.

Keywords also remain relevant. Research, competitive analysis, target audience definition, etc., are still important. However, this topic offers enough material for a separate blog post. And with E-E-A-T, a concept seems to be overtaking keywords in terms of GEO priority, so we focus on E-E-A-T here.

E-E-A-T

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. These four concepts are not new. They were first introduced by Google in an update back in 2022, but they are becoming increasingly important because they represent a kind of human element in the age of AI.

Relevant content is no longer just about keyword optimization. Real added value on a website comes from companies positioning themselves as experts and presenting themselves as trustworthy sources. Use team pages, author profiles, and links to social media channels. The more authenticity your website conveys, the more valuable it becomes as a source. 

Experience: The “I Was There” Factor

AI systems can write about roofing, but they’ve never actually stood on a roof. Leverage your own experiences.

For SMEs, this means: Talk about real projects. Instead of writing “We build sunrooms,” document — as part of a holistic user journey — how you found a practical solution for an extremely steep sloped lot during a project in sample city. This is unique content that no AI can easily replicate.

Expertise: The “I know what I’m talking about” factor

Demonstrate your expertise on topics through in-depth content. Convey the specialized knowledge you possess and what your unique selling point is.

For SMEs, this means: Publish how-to guides and case studies. Answer the most pressing customer questions. For example, a tax advisor shouldn't just describe the services he/she offers. Instead, a short guide — such as “The 5 Most Common Mistakes in Travel Expense Reimbursement” — should be combined to his/her expert knowledge. 

Authoritativeness: The “People know me” factor

This is about your company’s online reputation. Back up your expertise with widely recognized credentials.

For SMEs, this means: Display certifications on your website, and include press coverage and customer testimonials. toujou offers the right elements for this, such as logo sliders, media elements, and quotes. 

Trustworthiness: The “You can trust me” factor

Security and transparency are crucial for an AI searching for reliable sources.

For SMEs, this means: Create a clear legal notice. Provide clear contact information and — most importantly — use genuine reviews. A genuine quote with a name and photo carries more weight for an AI (and for user) than an anonymous statement. toujou offers the right tool for this with quote elements.

Schema Markups: The Language of Bots

To reinforce your E-E-A-T efforts, you should definitely work with structured data using the various Schema.org markup standards. This is because AI does not (yet) automatically recognize which content has which meaning. Some examples:

• Address in the footer
• FAQ sections
• Job listings

In toujou, this data is already integrated, e.g., footer data, FAQ markup in the accordion, and the Jobs Schema markup via the job page. Additional markups can be added at any time as needed—including via HTML elements.

TLDR: What SMEs Should Keep in Mind for Their Websites in the Age of AI

In an era of AI-powered search results and answer boxes, unique content makes a website stand out. In addition to E-E-A-T, technical and editorial SEO fundamentals remain relevant. SMEs should ensure their websites:

• Use reliable technology: Build a website with a secure, stable, and clean technical foundation, e.g., using an open-source content management system like TYPO3.
• Demonstrate expertise (more than ever): Use E-E-A-T as a guide for content, tailored to your industry and company. Provide citable, up-to-date, and unique content to be recognized as a source. Schema.org markups can help you with this.
• Don’t forget the basics: Alt text, page metadata, and a good page and H-structure aren’t rocket science. Also, use plain language and avoid walls of text.

To be considered a relevant source for AI, additional measures are necessary — especially in the off-page area. These include social media, local SEO (e.g., Google Business listings), and backlinks.