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Original publication on the ZHAW Blog for Marketing Management Link to the original article:
Digital avatars, animated Alpine panoramas and a growing ecological footprint - what appears playful and harmless at first glance has an invisible dark side. The current hype surrounding AI-generated images, selfie figures and Ghibli aesthetics not only shows how creative users are with tools such as ChatGPT - it also raises serious questions about sustainability.
From blister packaging to viral hit
Whether LinkedIn feed or Instagram story - anyone who has been active on social media in recent weeks is likely to have encountered a new form of self-presentation: their own digital avatar, stylized as an action figure in plastic packaging. What began with a single creative post quickly became a viral phenomenon - fueled by the new possibilities of OpenAI's GPT-4o model.
Instead of tedious tinkering in graphics programs, a single, well-formulated prompt is all that is needed today - and ChatGPT delivers amazingly realistic images based on DALL-E integration. The new ease of image generation is seductive: What used to take hours can now be done in seconds.
But this new lightness comes at a price.
Prompt, click - CO₂: When creativity generates emissions
Energy-intensive processes run in the background behind every single image output: Thousands of GPUs work in parallel, fed by data centers whose power consumption skyrockets. According to initial calculations, a single ChatGPT request generates an average of 4.32 gram CO₂ - With billions of requests per month, this results in a serious environmental impact.
According to estimates, OpenAI itself uses around 30,000 GPUs dailyemissions of up to 43 tons of CO₂ per day can mean - comparable with 3,500 car journeys. One thing is clear: even digital creativity is not emission-free.
Ghibli aesthetics in Graubünden - and the wave of criticism
Alongside the action figures, a second style became a social media favorite: the iconic look of the Japanese animation studio Studio Ghibli. Mountains, meadows, selfies - everything was chased through AI filters until even tourist organizations like Grisons Tourism joined in: "This is what summer in Graubünden looks like Ghibli style," was the caption of a post on Instagram.
Image source: Graubünden; This is what summer in Graubünden looks like in Japanese Ghibli style. Who recognizes the sights? (Instagram.) https://www.instagram.com/p/DH_fl0WKcs9/?img_index=1
The reactions? Mixed. Between enthusiasm for the creative aesthetics and critical voices à la "Graubünden doesn't need AI to be beautiful", there was a growing sense of unease: where does playful design end - and where does greenwashing through technology begin?
Hidden hunger for resources: electricity, water, server
What is often forgotten is that the training of AI systems is also ecologically relevant. According to a study by the University of California, Riverside, training a single model such as GPT can consume several million liters of water - enough to produce hundreds of vehicles. The reason? Cooling. The enormous heat of the chips has to be constantly regulated - usually with water.
In a recent report, MIT also warns that AI could become a global threat by 2027. several billion cubic meters of water per year more than the entire consumption of Denmark. And we are only at the beginning of this development.
Sustainability - the digital industry's blind spot
While renovation, electromobility and nutrition are discussed in political discourse, digital infrastructure remains conspicuously unmentioned. Server rooms are wrongly regarded as "immaterial" - but they are real consumers of energy, water and space. And although Switzerland has a high proportion of hydropower in its electricity mix, fossil fuels are also used here at peak times.
The imported electricity that many cloud providers purchase also often comes from countries with a significantly poorer energy balance. In short, the green credentials of many AI projects hardly stand up to a sustainability check.
Green UX: Climate protection starts in the code
What can be done? In addition to the infrastructure, there is great potential in the design of digital applications themselves. Keyword: Green UX. Developing websites with low data volumes, optimized images and lean code saves energy - and improves the Google ranking at the same time. This is because faster pages lead to lower bounce rates and better visibility.
Sustainability and visibility are not contradictory - on the contrary: they complement each other strategically. As the designer Yves Béhar formulated:
"Sustainability and social responsibility are the new values of the 21st century - designers must integrate them into every project."
Conclusion: Digital innovation needs ecological awareness
The hype surrounding digital action figures, Ghibli aesthetics and AI-generated art is a fascinating example of the creative power of new technologies. However, it is precisely this fascination that must not obscure the ecological consequences. Because what appears digital has real effects - in the server room, in the power grid and in the global consumption of resources.
It's time to make the digital footprint more visible - and to combine innovation with responsibility.
Note: This article is based on the original guest article by David Bachetti and Thomas Bigliel, published on the ZHAW Blog for Marketing Management:
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What good is the best content if no one sees it? In a world where AI instead of humans decides which source to cite, SEO is changing fundamentally. Generative Search Optimization (GSO) is the new standard. But that doesn't mean that traditional SEO is dead - on the contrary.
Search engine optimization has never been static. New algorithms, new user needs, new devices - all of these have shaped SEO in recent years. But now the industry is facing what is probably the biggest upheaval since the introduction of Google itself: Generative AI. Instead of ten blue links, Google is already showing initial results as summarized text, formulated by a language model. ChatGPT, Perplexity & Co also no longer deliver results, but answers directly. But what does this mean for SEO?
GSO: New name, new rules?
GSO - Generative Search Optimization - is the buzzword of the moment. This refers to the optimization of content not only for traditional search engines, but also for AI systems that interpret and summarize search queries - and often only display one answer. What sounds like science fiction has long since become reality: Google has been testing the so-called. "Overview with AI" - an automatically generated summary from various sources. The function has also been available in Switzerland since March 26. And this has consequences for the local findabilitybecause anyone who appears in the new AI overview may not be seen at all. The challenge: not everyone is named.
The Winner Takes It All - this is the new reality for many websites that previously performed well but simply no longer appear in the AI overview. This is because generative systems make a selection - and this is no longer based solely on keywords, but on structure, context and machine-readable clarity. The difference between "listed" and "cited" increasingly determines visibility, reach and ultimately conversion. So if you want to continue to be found organically, you need to understand how these new (AI) systems read content - and optimize accordingly.
Classic SEO remains - only more demanding
Who believes now, classic SEO principles are therefore outdated is wrong. On the contrary. The more structured, clear and relevant the content, the more likely it is to be considered at all - whether in the AI snippet or in the "classic" hit list.
What still counts:
- Clean page structure with descriptive URLs and clear HTML layout
- Meta titles and descriptions that not only contain keywords, but also encourage clicks
- Semantic heading hierarchy (H1, H2, H3), which organizes the content logically
- Fast loading times - also for mobile devices
- Alt tags for images and accessible code
- Authority through backlinks from trustworthy sites
- Timeliness and quality of content
The good news: Google itself makes it clear that high-quality content is still the focus in the era of AI search functions. In the official guide to AI content states unequivocally: The decisive factor is not how the content was created - but whether it is helpful.
Current figures show: In 2024, Google recorded around 373 times more search-like queries than ChatGPT. The search engine is growing - not despite AI, but because of it. This is because functions such as the new AI overview mean that users are searching more frequently, in a more targeted manner and expect clearly structured, understandable content.
What does that mean? Classic SEO remains indispensable - but is supplemented by GSO. Anyone creating content today must not only prepare it for humans, but also for generative systems. The clearer, more structured and more helpful the content, the greater the chance of being present in AI summaries and search hits. GSO is therefore not an alternative to SEO, but its evolutionary step into the future - and is becoming a decisive lever for sustainable visibility for Swiss SMEs.
GSO is SEO with a new focus
What has changed, however, is the focus: content must not only be optimized for readers, but also for (generative) systems that generate summaries. Relevant terms, concise statements, a clear structure - all of these increase the likelihood of ending up in the AI summary. Structured data, so-called schema markups, are also becoming increasingly important. They help machines to understand what is written on a page. And it is precisely this that determines whether content ends up in the generative snippets at all.
Visibility becomes (even) more selective
Never before has it been so difficult - and at the same time so crucial - to be visible at all. While users used to skim over several links, today they increasingly rely on a single, AI-generated answer. Google is also aggressively testing this approach: the new AI overview delivers at a glance what would otherwise have taken several clicks.
However, this overview is not created from nothing. It is fed by existing content. Whoever is quoted there has won. Those who are not - remain invisible. The gap is widening.
Conclusion: Future-proof SEO thinks ahead
SEO is not dead. Quite the opposite. It's just becoming more complex. If you want to be successful today, you have to make content readable not only for humans, but also for machines. GSO is not a replacement - but a further development. Those who have mastered the basics of SEO and at the same time understand how AI processes, summarizes and presents content will still be visible tomorrow.
In short: If you want to score points in the AI era, you need SEO à la 007 - not 0815.
As an SEO agency from Zurich, we at agent-agentur.ch support you in doing just that: staying visible, even when the rules of the game change. Our Experts bring strategy, technology and text to the point. Smart, structured and search engine strong.
Dietikon, April 2025 - Mission launched:
Agent AGENTUR is pleased to announce strategic reinforcement at its headquarters. Thomas Bigliel - a doer with a mindset, a thinker with drive - is new on board. As Co-CEO. As Agent 002.
With mastermind diplomas from the University of Liechtensteinstrategic firepower as Guest lecturer for marketing management (ZHAW)a background in Human-Computer Interaction Design and a past as a Multimedia technician and designerThomas brings a mixture that would make even Q green with envy.
Thomas is not only a co-driver as Co-CEObut also a gifted Digital Marketing & Communication Expert with a weakness for good storytelling, efficient processes - and exceptional coffee moments.
He is no stranger to the Swiss marketing cosmos. As an author for Springer, the University of St. Gallen and other formats, he not only brings knowledge, but also vision. And while others are content with buzzwords, he brings them to the streets - as a thought leader, lecturer, entrepreneur and leader.
His mission? Digital marketing to the point. Communication with brains. Brand work with a magnetic effect.
In short: With Agent 002, we have not only gained a Co-CEO, but also a clear-sighted head with heart, attitude and high-end skills.
Welcome aboard, Thomas. The mission begins. We are incredibly excited!
We are proud that our CEO and co-founder, David Bachetti, has published a guest article on the leading Swiss marketing portal marketing.ch. In his article "Glances, emotions, clicks - the secret of effective online communication through neuromarketing", David shares exciting insights into how companies can build deeper connections with their customers through neuromarketing.
David uses scientific insights to show how strategically designed advertising campaigns can not only increase awareness but also positively influence consumers' purchasing decisions. It's great to see his expertise being recognized on such an established platform.
Read article on marketing.ch now
We at agent-agency.ch are happy to share our knowledge. We hope David's insights will be useful to others interested in neuromarketing. If you have any questions, please feel free to contact us at any time.
In 2025, the ingenuity of a spy car is useless without the proper equipment, and in the modern world of the digital spy car, the agency views a website like any other mission to accomplish specific goals. The year 2025 is no different, only tech seo has changed.
Every covert Internet operation has unique challenges that can be overcome with the proper guidance, choking and precision of an effective SEO optimization be handled meticulously without being detected. With the following tips, we encourage our customers to carry out their operations quietly yet precisely.
Prioritize the Core Web Vitals
Why Core Web Vitals have become so important is because of user experience, and the latest Core Web Vitals have been defined by Google to optimize user experience. They have a direct impact on Google's search ranking policy. Google has placed an emphasis on:
Management of the "Largest Contentful Paint (LCP)" metric: The main content should appear within two and a half seconds.
Delay on first input (FID)": The response delay after the first interaction must be less than 100 ms. For the first input delay, the response time to interactivity must be less than 100 milliseconds.
The website must remain visually stable, whereby a cumulative layout shift (CLS) of less than 0.1 is preferred.
Working on these factors improves user satisfaction and increases visibility in search results.
2. implement advanced structured data
Schema markup or structured data helps search engines understand the contextual information of your content. When you include deep schemas, you increase your chances of being listed in rich snippets, which increases CTR. Make sure you include schemas that are relevant to your content types, be it articles, products or events, so that the search engines clearly understand what it is about.
3. optimize for mobile-first indexing
Like any other business, mobile indexing is important. Google's most important checks focus on the mobile version of a website, so it is necessary to follow all instructions.
Take into account:
- Implement a responsive design where the website adapts to any screen size.
- Optimize the image sizes and use browser caching to achieve fast loading times.
- Design controls that are easy to click on smaller devices.
- The responsiveness to mobile devices has a major influence on the ranking of the page in the search results.
4. improve the speed and performance of the website
As with any task, speed is key. Services like Google PageSpeed Insights help to uncover the problem areas. You can increase the speed of your website by optimizing images, minifying JavaScript files and using content delivery networks (CDNs). A faster website not only improves the user experience, but also the ranking algorithms.
5. secure your website with HTTPS
In the hidden sphere of the internet, security must always come first. Switching to HTTPS encrypts and protects data transmission, which creates trust not only with users but also with search engines. Google has confirmed HTTPS as a ranking signal, which underlines its importance for your SEO strategy.
6. use canonical tags to prevent duplicate content
Duplicate content can affect the efficiency of your SEO strategies. Canonical tags can alert search engines to the preferred version of a page, consolidating link value while avoiding duplicate content issues. Use unique self-referencing canonicals and avoid breaking chains.
7. compliance with the return policy of progressive improvement
The term progressive enhancement refers to providing a basic functional experience for all users and improving functionality for those with modern browsers. This optimizes the delivery of content, which improves load time by putting the core content first.
8. optimize for voice search
With the introduction of virtual assistants, optimizing voice search is no longer optional. Add keywords that are more conversational in nature and aim for featured snippets that capture queries in your content for voice search queries. This will keep your content aligned with the evolving search environment.
9. check your website regularly
SEO audits ensure that you proactively identify problems as soon as they occur. Monitoring for broken links, crawl errors or outdated material requires constant vigilance. Stay alert and monitor for these issues, and keep the website ready and well maintained to respond to any issues at any time.
10. focus on the user experience (UX)
A seamless UX leads to effortless engagement from your users, and that's what retention means. Quality UX indicates great performance and includes longer time spent on the site and lower bounce rates through user-friendly menus,
Concluding thoughts
As technical SEO continues to change and evolve, learning the latest practices will help you stay ahead of the competition. Applying these advanced optimization techniques will ensure that your website achieves maximum performance, high ranking in search results and ideal user satisfaction. We at Agent Agency are happy to help you navigate the intricacies of SEO optimization. Contact us today to help you improve your online presence and stay ahead of the competition.
FAQs
1 What is technical SEO optimization?
Technical SEO optimization is about improving the technical aspects of a website in order to increase its ranking in search engines. This includes optimizing website speed, mobile-friendliness, security and structured data.
2 Why are Core Web Vitals important?
Core Web Vitals are metrics that evaluate the user experience in terms of loading performance, interactivity and visual stability. They are decisive ranking factors in the Google algorithm.
3. how does mobile-first indexing affect my website?
Mobile-first indexing means that Google prioritizes the mobile version of your website for indexing and ranking. A website optimized for mobile devices is essential for maintaining visibility in searches.
4 What is structured data and how does it help with search engine optimization?
Structured data is code that is added to your website to help search engines better understand your content. You can improve search results with rich snippets and increase click-through rates.
Do you want your business to show up when locals in Zurich or anywhere in Switzerland search online? Then it's time to talk about local SEO - the not-so-secret weapon that helps your business to be found by the right people in the right place at the right time.
Whether it's a cozy café in Bern, a hairdressing salon in Lucerne or even a law firm in Zurich, every business can benefit from investing in "local search engine optimization" benefit. And no, being a technology guru is not a prerequisite. Let's just do it.
What exactly is local SEO?
Local SEO is all about helping your business appear in search results when people nearby search for your products or services. So Google knows to show your bakery when someone types in "best croissants near me".
This type of SEO focuses on:
Location-related keywords (such as "plumber Zurich")
Google Business Profiles
Customer ratings
Local backlinks and citations
The logic is clear; if you're aiming to increase foot traffic and local clicks to your website, local SEO will do the trick.Whether you're targeting customers in District 4 in Zurich or a mountain village in Graubünden, local SEO tips can help you get in front of the right eyes.
Local SEO vs. traditional SEO
Traditional SEO is implemented when a business wants to reach a wide audience - it could be the entire nation or even internationally. This works best for businesses that sell products online or are not heavily dependent on a geographic location. Remember, it's like casting a wide net.
In some Swiss cities, companies are not using local SEO effectively. This is mainly due to the fact that people have not yet fully understood the concept of "SEO consulting".
It's clear that businesses offer local services within a reasonable distance of their location, which is why prioritizing local SEO is crucial. Local SEO allows people in your area to discover you when they search for a service or product.
For example, if someone types in "pizza delivery in Zurich", local SEO will ensure that your company appears on this list.
Advantages of local SEO
If your company has not yet activated Google My Business or is not listed on Google Maps, the integration of Google references promotes visibility.
- Increased local visibility
When locals search for nearby services, your business will appear on Google Maps and can even be found via a simple Google search. The best part is that their search intent is already high.
- Greater mobile range
When it comes to locals searching for a specific service, most of them use mobile devices and Google Maps to navigate. As a result, customers will have no trouble discovering your business.
- Immediate trust
The day a potential customer comes across an informative website and a Google profile with reviews, they will immediately have confidence in the company.
- Increased conversion rates
People who are looking for a company's services in order to buy products from them already have the intention of visiting the company or booking an appointment.
- Competitive advantage
Local companies appear to have local search engine optimization not be fully exploited, which offers you numerous marketing opportunities: to gain a competitive advantage in your city.
These are just a few local SEO benefits that will serve as motivation to local SEO not to be postponed.If you intend to achieve something digitally in Switzerland, local SEO is effortlessly the best decision.
Important local SEO tips for Swiss companies
Have you thought about improving your local presence? If so, start with these practical suggestions:
Claim and optimize your Google Business profile
Make sure your listing is updated, accurate and complete. Add high-quality photos, opening hours, contact information and a short, clear description of your business.
Use keywords that indicate your location
Use place names in your content. For example, "Massage practice in Zurich Altstetten" is more precise than just "Massage practice".
Encourage your customers to leave a review
Ask your satisfied customers and consumers to leave reviews on Google. Also, make sure you respond to reviews as this shows that you are engaged.
Get listed in local directories
Your company's credibility and backlinks can be improved by other sites, such as search.ch or local.ch, as well as other industry-specific directories.
Create a specific landing page for each area
If you serve several areas, create a separate page for each. This helps Google to tailor the search results more precisely to the needs of your customers.
These tips for local SEO may seem basic, but they can be very helpful when applied together.
How Agent AGENTUR can help
Local SEO is a very time-consuming task. If you run a business, you know that time is money. That's why Agent AGENCY here.
Their team fully understands the Swiss digital ecosystem. They value a local approach and focus on everything from optimizing Google Business Profiles (GMB) to implementing and measuring the execution of geo-targeted initiatives.
Make sure that locals find you first!
Local searches happen every single day - people are actively looking for nearby services, businesses and professionals. If your business doesn't show up in the results, you're very likely missing out on customers who are ready to make a purchase.
Whether you have a boutique business in Zurich or offer specialized services throughout Basel, hiring a local SEO agency will give you an unparalleled advantage over your competitors. Results-oriented local Search engine optimization will improve your Google ranking, increase the number of customers visiting your store and even increase the number of inquiries you receive online. These results will grow your business where it matters most - in your local community.
Contact the Agent AGENCY today and let the local marketing experts develop a plan that will literally put your business on the local radar. Make it easy for your ideal customers to find, trust and choose you.