The question of whether to prioritise AI-powered search or traditional Search Engine Optimisation (SEO) is top of mind for many Australian businesses right now. It’s a valid concern – the search landscape is changing rapidly. Our advice? Don’t think of it as ‘either/or’. Both are crucial, but the emphasis needs to shift towards a blended strategy, with a growing focus on AI readiness.

Traditional SEO, focusing on ranking in Google’s organic results, remains incredibly important. A significant portion of Australian search traffic still happens this way. However, the rise of AI search – think Microsoft Copilot, Google’s Search Generative Experience (SGE), and similar tools – is fundamentally altering how people find information. These tools don’t just *list* websites; they synthesise information and provide direct answers.

Here’s what Australian SMEs need to consider:

• Content is King, but Structure is the Kingdom: AI search relies heavily on understanding content meaning. Optimising for relevant keywords is still important, but we need to focus on creating comprehensive, well-structured content that directly answers user questions. Think ‘featured snippet’ optimisation on steroids.
• Schema Markup is Your Friend: Implementing schema markup (structured data) helps AI understand your content’s context. This increases the likelihood your information will be used in AI-generated responses. It’s a relatively low-cost, high-impact activity.
• E-E-A-T Still Matters: Google’s focus on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) isn’t going anywhere. In fact, it’s *more* important for AI search, as these tools need to verify the accuracy of the information they present.
• Monitor AI Search Results: Start tracking how your business appears in AI-powered search results. This will give you valuable insights into what’s working and what needs improvement.

Looking ahead, we anticipate AI search will continue to gain traction. While predicting exact timelines is difficult, businesses that proactively adapt their content strategy to cater for these changes will be best positioned to succeed. Ignoring AI search isn’t an option, but abandoning SEO would be a mistake.

The best next step for Australian SMEs is to conduct a content audit, focusing on identifying opportunities to improve content structure and implement schema markup. This will lay the foundation for both traditional SEO and AI search success.