For Australian small and medium enterprises, understanding how people find you online is critical. Traditionally, that’s meant Search Engine Optimisation – SEO. But with the rise of Artificial Intelligence (AI) powered search, things are changing. We’re seeing a shift in how search engines deliver results, and it’s important to understand the difference between optimising for traditional search and this new AI-driven landscape.
SEO focuses on ranking highly in lists of links – the ‘organic’ results you see on Google. It’s about understanding what keywords people type in, and making sure your website content uses those words in a way that search engines recognise as relevant and authoritative. AI search, on the other hand, aims to directly answer a user’s question. Think of it as having a conversation with a knowledgeable assistant, rather than sifting through a list of websites.
Here’s what this means for your marketing strategy:
- Content Format: SEO loves long-form, keyword-rich content. AI search prefers concise, direct answers. We’re seeing a move towards structured data and ‘featured snippet’ optimisation – providing the exact information an AI might pull to answer a query.
- Keyword Strategy: While keywords still matter, AI search understands the *intent* behind a search, not just the words used. We need to focus on answering the underlying question, even if the user doesn’t phrase it perfectly.
- User Experience: Both rely on a good user experience, but AI prioritises speed and clarity. A slow, confusing website will struggle in both environments.
- Evolving Algorithms: SEO algorithms change frequently, but AI is learning at an exponential rate. This means strategies need to be more adaptable and data-driven than ever before.
The good news is these aren’t mutually exclusive. A strong SEO foundation will still be valuable. However, ignoring AI search is a risk. We anticipate that by late 2026, a significant portion of searches will be powered by AI, and businesses that haven’t adapted will likely lose visibility.
The best next step for your business is to conduct a content audit. Identify the questions your customers are asking, and ensure your website provides clear, concise answers. Think about how you can structure your data to make it easily digestible for AI – and, of course, for your customers too. This will position you for success in both the current SEO landscape and the evolving world of AI search.
