At zooplus, Generative Search has triggered a fundamental rethink of how content is produced. In this session, Nikita will take you through the process of how the team reshaped content production guidelines in response to major industry changes and shifting search behavior. He will start with the status quo before Generative Search grew too big to overlook and show how must-do technical adjustments to lay the foundation for content SEO had to be prioritized and executed. Nikita will explain how these industry changes influenced the zooplus guidelines for content creation, especially with leaner team setups and the need for more tactical, locally grounded execution. The session will close with practical takeaways for businesses of any size looking to strengthen their Content SEO in a changing environment.