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Jan-Erik Andersen

Jan-Erik Andersen, AI-native Web Architect · Structuring websites for humans and AI systems · 25+ years experience · Andersen Webworks

More and more searches don't end with a click on a website, but with an answer directly in Google or an AI assistant.

I help companies structure their website so it's clear for humans – and usable for AI systems.

What's shifting right now

Search engines are evolving into answer systems. Users get summaries, lists, comparisons – often without going through multiple websites.

This changes the practice:

  • Classic SEO remains important.
  • Additionally, it becomes important how well your content is captured, classified, and reproduced by AI systems.

"Google Zero" (Zero-Click) – briefly explained

"Zero-Click" describes the trend where search queries are increasingly answered without users clicking on external results.

This is no reason to panic, but a good reason to rethink websites: A website must not only be found – it must also function as a source.

What the data shows

The development over recent years:

The development shows: SEO was already a gamble in 2024 (56% No-Click). With AI Overviews it becomes even harder (69% No-Click). But: With GEO optimization you stay visible – not through clicks, but through citations in AI answers. And those convert 25x better than traditional clicks.

-61 % organic click-through rate

for search results with AI Overviews

Study & Methodology

Seer Interactive (September 2024): Analysis of keywords with active AI Overviews.

  • Organic CTR: from 1.76 % → 0.61 %
  • Paid CTR: -68 % (from 19.7 % → 6.34 %)

Source: Seer Interactive, Search Engine Land

8 % vs. 15 % click rate

with vs. without AI summary

Study & Methodology

Pew Research (July 2024): Study with 10,000+ Google users shows – AI summaries significantly reduce clicks.

Source: Pew Research Center

56 % → 69 % Zero-Click

after AI summary rollout

Study & Methodology

News Publishers (2024): Measurable traffic drops due to AI Overviews. Traffic losses for top rankings up to ~79 %.

Sources: NY Post, The Guardian

Consequence: The homepage becomes the Executive Summary

Many websites are built traditionally: Homepage shows overview and teasers, subpages deliver details. Makes sense for humans – often not optimal for answer systems.

That's why I work with this principle:

Homepage = Executive Summary
The homepage contains the core statements in clear form: Who you are, what you offer, for whom, how collaboration works, how to reach you.
Subpages = Details
Subpages remain important – for depth, examples, references, legal information, specialized topics.

Generative UI: AI Builds Interfaces

With Gemini 3 (November 2025), Google generates complete user interfaces on-the-fly: calculators, simulations, interactive maps – directly in the browser, no app required.

This is the next step after Zero-Click: Not just answers instead of links, but interfaces instead of websites.

What this means for your website:

  • AI needs structured source data to generate interfaces
  • The clearer your website is structured, the more reliably it becomes the foundation
  • Contradictory or hidden information gets ignored or misinterpreted

Sources: Google Research, Gemini 3 Announcement

What "AI-native Web Architecture" means in practice

It's not about "making everything new." Very often it's more of a structural refactoring than a design relaunch.

Three Levers

1. Structure and Semantics
Clear headings, unambiguous terms, clean information hierarchy. Fewer duplications, fewer contradictions.
2. Machine Readability
Structured data like Schema.org and JSON-LD enable AI systems to accurately capture your content and correctly cite it in generated responses. Consistent information (services, locations, responsibilities, contact), clear entities (person/organization/offerings).
3. Technical Robustness
Fast loading times, stable display without unnecessary complexity, no essential content that is only "loaded" via JavaScript.

Terms that cleanly separate this

GEO (Generative Engine Optimization)
Optimization of content and structure so that answer systems correctly understand and cite content. Scientifically proven: +37-40% visibility. (Aggarwal et al., 2024)
AVO (Agent Visibility Optimization)
The practical target metric: How well your website is discoverable, citable, and usable for AI agents.

In short: GEO is the approach. AVO is the result.

Side effect that almost always pays off: Accessibility

What helps machines usually helps humans too:

  • clear structure
  • better readability
  • more robust usability
  • less "UI noise"

And: Accessibility is not just quality, but in many cases also regulatory relevant. Orientation to EN 301 549 / WCAG 2.1 AA. (IFDB, Svaerm)

Who I am

Jan-Erik Andersen. Web designer, web developer, and founder of Andersen Webworks.

Andersen Webworks is a studio for web design and web development with a focus on WordPress, WooCommerce, and AI-native Web Architecture. Since 2010. Germany-wide remote.

Who this is for

Companies that want to secure visibility long-term (also in AI responses).

Agencies/Teams that want a second opinion or senior consulting for structure, semantics, and AI readiness.

Collaboration (a clear process)

  1. Situation assessment: What can currently be reliably extracted from your website?
  2. Architecture design: Which information must be directly and consistently available?
  3. Implementation: Structure, texts, semantic HTML, and structured data are revised.
  4. Validation: Iterative refinement based on real tests / queries.

No exaggerated promises, no show – just solid work that lasts long-term.