For Australian small and medium enterprises, getting found online is crucial. Traditionally, that meant Search Engine Optimisation – SEO. But with the rise of Artificial Intelligence powered search, things are changing. While SEO isn’t going anywhere, optimising for AI search requires a different approach. We’re seeing a shift from simply ranking for keywords to truly answering customer questions.

The core difference lies in *intent*. Traditional search, like Google, tries to match keywords to relevant webpages. AI search, like Microsoft Copilot or Perplexity, aims to directly provide an answer, often synthesising information from multiple sources. This means the way we create content needs to evolve.

Here are a few key insights for Australian businesses:

• Focus on comprehensive answers: Forget short blog posts targeting single keywords. AI search favours detailed, informative content that fully addresses a query. Think ‘ultimate guides’ or ‘definitive resources’.
• Structured data is even more important: Schema markup helps search engines understand your content. For AI search, it’s vital. It allows AI to quickly extract key information and present it in a concise, answer-focused format.
• Prioritise expertise, authority and trustworthiness (E-A-T): AI relies heavily on source credibility. Demonstrating your expertise through author bios, citations, and genuine customer reviews is paramount.
• Conversational content is key: AI search understands natural language. Write as you speak, using a conversational tone. Focus on answering questions as a helpful expert would.

We anticipate this trend will accelerate. While traditional ranking factors won’t disappear, AI search will increasingly influence where customers find information. Ignoring this shift could mean losing visibility to competitors who *are* adapting. It’s not about replacing SEO, but augmenting it with an AI-first content strategy.

The best next step for your business is to audit your existing content. Identify opportunities to expand on key topics, add structured data, and refine your messaging to directly address customer questions. A content gap analysis, focused on question-based queries, will be particularly valuable.