How search is changing and what businesses should be doing now to stay visible.
For years, businesses have focused on one main goal online: being found on Google. But this is starting to change.
The process used to be simple. Build a website, explain what you do and make sure people can find you when they search. But the way people search is evolving.
More people are now turning to tools like ChatGPT, Claude, Gemini and Google’s AI features to ask questions, compare options and find suppliers. Instead of searching through multiple websites and reading different pages, you can now just ask a question and get an answer straight away.
The key difference is this.
People are no longer just searching for websites. They’re asking for recommendations. This creates a simple but important question for businesses:
If someone asked AI for a recommendation in your industry, would your business come up?
What is AI Search?
AI Search is simply a new way of finding information.
Instead of showing a list of websites, AI tools try to answer the question directly. They take information from across the internet and summarise what they consider the most useful answer.
For users, it feels quicker and more direct.
For businesses, it means visibility is no longer just about appearing on a search results page or purchasing a sponsored ad. It’s also about being recommended, not just found.
A real-world example
Imagine: It’s end of financial year and you need to submit mandatory climate reporting. A friend tells you to, “Just ask ChatGPT”.
So, instead of opening Google and browsing through ten different websites, you ask:
“I’m looking for support with Mandatory Climate reporting in Brisbane. Who would you recommend?”
AI and ChatGPT don’t just make an answer up.
It looks for businesses that have a clear website, demonstrate expertise, have positive reviews, share useful content and have built a strong reputation online. The businesses that clearly communicate who they help and why they’re different are more likely to appear. And the ones that don’t, might not be mentioned at all.
The same principle applies when someone is looking for an engineering consultancy, a lawyer, a construction company or a marketing agency.
As seen in the example below, we successfully positioned our client Losee Consulting to stand out in the eyes of ChatGPT.
Fig 2: Chat GPT reccomendation
What does this mean for SEO?
For years, businesses have invested in Search Engine Optimisation (SEO), which helps websites appear in Google search results. The good news is SEO still matters. AI tools often look for the same things Google looks for when deciding which businesses are credible and relevant.
Things like:
- Clear website content
- Proof of experience (i.e. case studies)
- Reviews and testimonials
- A strong online reputation
- Up-to-date information
- A well-structured website
So, the fundamentals haven’t changed. They’ve simply become even more important.
Can AI influence how people choose suppliers?
Yes, particularly at the early stage of decision making.
Before someone picks up the phone or submits an enquiry, they usually spend time researching their options. AI is increasingly becoming part of that research.
Rather than searching through pages of results, people are asking for recommendations and building a shortlist. If your business is visible and clearly positioned online, you’re more likely to be part of that shortlist.
If not, you might never enter the conversation.
What should businesses be doing now?
The good news is that most businesses don’t need to start from scratch. The things that improve your visibility on Google will also improve your visibility in AI Search.
Make it obvious what you do
Someone should be able to land on your website and quickly understand:
- What you do
- Who you help
- What makes your business different
Show real examples of your work
Don’t just describe your services. Show them.
Case studies, client success stories and examples of completed projects all help build trust.
Answer the questions your customers are asking
Think about the questions potential clients ask before they choose a supplier.
If your website answers those questions clearly, you’re making it easier for both people and AI to understand your expertise.
Keep everything up to date
An outdated website can reduce trust.
Regularly reviewing your content helps ensure both customers and AI tools are seeing accurate information.
What happens if businesses ignore this?
Google isn’t going anywhere. And AI isn’t either.
It’s the way people discover and compare businesses that’s changing.
If your competitors show up more clearly online and are easier for AI to understand, they are more likely to be recommended. Over time, this could mean fewer opportunities for you to be discovered by potential clients.
The bottom line
AI is changing how people find information, but not what they’re looking for.
They still want experienced, trustworthy businesses. The difference is that AI is helping people narrow down their options much earlier in the decision-making process.
So instead of asking:
“Are we ranking well on Google?”
It might be time to ask:
“If someone asked AI for a recommendation, would our business be part of the answer?”
Curious about how your business appears in AI Search?
As more people use AI tools to research suppliers and service providers, it’s worth understanding how your business appears online.
Our AI Search Review looks at:
- How visible your business is across Google and AI platforms
- How clearly your experience and expertise are communicated
- How your business appears online compared with competitors
- Practical opportunities to improve your visibility
Whether you’re already investing in SEO or just starting to explore AI Search, we’ll help you understand where your business stands and what you can do next.
Get in touch with Focused Marketing to arrange an AI Search Review.