Finding a service provider used to start on Google. Today, more and more decision-makers ask an AI assistant first: “Which agencies in Germany know TISAX and AI?” The answer is built from what the assistant finds and understands. If you’re missing or misdescribed, you lose before the conversation starts.
What MCP is
The Model Context Protocol is an open standard through which AI applications access external data and tools. An MCP server exposes defined functions - such as “list services”, “find a reference in industry X” or “request a meeting”. The assistant calls them and gets structured, current answers straight from the source.
Why it’s like SEO - only different
| SEO | AI Discovery |
|---|---|
| Make it readable for crawlers | Make it usable for agents |
| Keywords and links | Structured data and tools |
| Ranking on a results page | A mention in a single answer |
| Click to the website | Action inside the assistant |
The key difference: there are no ten blue links any more. Often there is just one recommendation.
What companies can do now
- Structure content - services, references and capabilities as data, not just prose.
- Structured data on the website - Schema.org as a baseline that already works today.
- Pilot an MCP server - start with public information, extend later.
- Monitor - regularly check what assistants say about your company.
The real win
Structure your content once and you can deliver it anywhere: website, assistant, sales tools, partner portals. MCP is the occasion - the content foundation is the value.
