IVAM Focus Group Marketing, Working Group Session

Our next meeting of the IVAM Focus Group Marketing brings together a selected small group of participants (max. 10) to discuss and compare approaches to search engine optimization and keyword strategy, especially under the growing impact of AI-driven search behavior (e.g., chatbots, AI assistants, generative search results).

Why this matters – especially for SMEs 

• Small and medium-sized enterprises face increasing challenges in maintaining online visibility due to: The shift from traditional search engines to AI-based assistants (e.g., ChatGPT, Gemini, Microsoft Copilot), which often bypass classical search results. 
• The need for more structured, machine-readable content (semantic SEO, schema markup) to remain findable. 
• A growing gap in resources and expertise compared to larger competitors who can invest in continuous algorithm adaptation. 
• The risk of losing touchpoints with potential customers when AI tools synthesize results without referencing SME websites directly. 

This working group session aims to explore practical strategies, shared experiences, and collective approaches to help SMEs stay discoverable and competitive in this changing environment. 

Note: This is a closed working group. Participation is limited to previously confirmed individuals. Additional participation is only possible upon request. Active participation, preparation, and follow-up are essential to ensure a valuable and trust-based exchange for all involved.

The Zoom link for the video conference will be sent shortly before the event! If there is international participation, discussions will be held in English.