How AI is Changing Search (and What You Should Do About It)
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If you run a business with an online presence (and who doesn’t?), the way people are finding you is about to change — fast.
AI is reshaping how people search. Last month Google launched ‘AI Mode’ in the USA; within 12 months this will result in the biggest shift in how online search works since… Google.
And newer AI tools like ChatGPT, Gemini and Perplexity are becoming the go-to for fast answers, especially among younger users and early adopters.
What does this mean for your business? It means fewer clicks from traditional search, and a much stronger need to adapt.
Key shifts already underway:
✅ Zero-click searches are on the rise — About 60% of Google searches now result in no website click at all. AI tools are providing summaries right in the search results.
✅ Search is getting more conversational — Thanks to voice and AI, search queries are longer, more natural, and more complex. “Office fitout Sydney” is being replaced by “Who are the most trusted office fitout companies in Sydney for small creative teams?”
✅ AI is changing how content gets found — Search engines and AIs are prioritising authoritative, trustworthy, and well-structured content. They’re also starting to favour content that includes images, video, and data from credible sources.
How to stay ahead in an AI-powered search world:
🧠 Build authority you can prove. Google and AI tools look for signs of real expertise. Make sure your blog posts are written by (or at least attributed to) actual experts. Highlight their credentials. Link to reputable sources. Add schema markup behind the scenes so AI systems understand who’s speaking and why they matter.
🎯 Understand search intent, not just keywords. People don’t just search for “backyard pool ideas” — they ask things like, “What’s the most sustainable way to build a natural pool in Australia?” Your content needs to answer real, nuanced questions like these, clearly and helpfully.
📹 Diversify your content Text alone isn’t enough any more. AI tools prefer websites that offer content in multiple formats — blog posts, how-to videos, images, graphics. Use captions, alt text and well-named files so AI can understand and surface your content.
⚙️ Optimise technically for AI Make sure your site’s structured data is in place (yes, it’s as nerdy as it sounds — but critical). AI systems don’t ‘read’ your site the way humans do. They skim for structured cues, clear headings, bullet points, FAQs and author credentials.
🛠️ Use AI to help — but don’t rely on it blindly Generative AI is great for getting drafts out quickly. But your content still needs a human brain to check facts, finesse tone, and ensure it reflects your brand.
My final take?
Search isn’t dying — but it is evolving fast. Business owners who understand how AI is changing the game will have a huge advantage in the months and years ahead.
If you’re not thinking about this yet, you should be. And if you don’t know where to start — that’s where I can help. Get in touch for a chat >
Download my detailed action plan for optimising your site for AI here >
