AI search, ChatGPT and changing search behaviours are rapidly transforming how companies build visibility, trust and conversion online. We spoke with Christian Rudolf, CEO and founder of Topdog, about why authentic reviews and user-generated content are becoming increasingly important for both SEO and AI visibility.
AI search is changing how visibility is created
Search is no longer only about ranking high on Google. As more consumers use AI tools, chatbots and search assistants to compare products and brands, companies need to think differently about how they build trust online.
According to Christian Rudolf, reviews, ratings and real user experiences are becoming increasingly important signals when AI services gather and interpret information.
— Recently, there has been more research into how ChatGPT and AI search engines collect and prioritize information. It is becoming clear that the word “best” plays a central role in a large number of searches and prompts. Reviews and ratings help AI systems understand which products, services and companies are actually perceived as the best.
— One interesting data point is that the word “reviews” is the third most commonly used word when ChatGPT gathers and compiles information.
Companies need to act before competitors take the position
As Google and AI services increasingly prioritize genuine user experiences and reviews, how quickly do e-commerce companies need to act in order to avoid losing visibility to competitors who have already built large amounts of user-generated content?
— If you are a strong and well-known brand, you can still get quite far without reviews on your own website. That is unlikely to change anytime soon.
Christian refers to Eric Schmidt, former CEO of Google, who once described brands as a way to make sense of the internet.
— Brands are how we sort this cesspool we call the internet. That reasoning still applies. At the same time, the combination of a strong brand and a large number of reviews is even more powerful than the brand alone.
— For everyone else, the answer is simple: now is the time to start.
Why reviews need to exist across several channels
One important question for companies is whether they should collect reviews mainly on their own website, or spread them across several platforms and external channels.
— You need both. AI search engines and modern search systems collect information from a large number of sources simultaneously. That’s why it is no longer enough to only have reviews on your own website.
— At the same time, there is significant value in displaying reviews directly on your own website. If you only have reviews on external platforms, you miss the opportunity to influence the user when they actually visit your site and are close to making a purchase decision.
In practice, this means companies should build a review strategy that supports several goals at the same time.
- Reviews on your own website strengthen conversion and SEO.
- Reviews on external platforms build credibility, reach and AI visibility.
- User-generated content adds real experiences that both people and AI systems can interpret.
Video: Christian Rudolf on SEO, AI and reviews
In the video below, Christian Rudolf expands on how search behaviour is changing and why reviews, trust signals and user-generated content are becoming more important for companies that want to stay visible online.
A practical advice for 2026
For companies looking to use reviews to strengthen SEO, AI visibility and conversion during 2026, Christian’s advice is to take a broader approach to trust.
— Build a dedicated page where you gather everything that strengthens trust in your brand. This is not just about traditional customer reviews. The page should take a broader approach to ratings and trust signals.
Such a page could include:
- Customer reviews
- Reviews of specific services or products
- Awards and recognitions
- Product tests and comparisons
- Influencer reviews
- Mentions in media and on external websites
— When users search for opinions about your company, this type of page will often shape their first impression. At the same time, it helps both Google and AI services understand how the market perceives your brand.
About Topdog
Topdog was founded with a clear insight: many companies invest in SEO consulting, but struggle with implementation.
— The knowledge is often there, but what’s missing are processes, prioritization and collaboration across different parts of the organization. That’s where we saw the need for a different type of SEO agency.
— Since then, Topdog has evolved from a more traditional SEO offering into a business-oriented and execution-focused partner. Today, we combine technical SEO, content, UX, automation and strategy to create real business impact through more leads, increased sales and improved profitability.
— What probably defines Topdog the most today is our way of working. We aim to be transparent, engaged and clear in our communication. The goal is not only to improve visibility on Google, but also to help clients create internal understanding, better prioritization and an SEO process that actually gets implemented and delivers long-term results.
— When I’m not working with Topdog, I enjoy spending time with my pug Malte. Meditation has also become an important interest of mine.