AI search, powered by large language models, directly answers user queries using information synthesised from across the web, rather than simply providing a list of links. This means optimising for featured snippets and conversational keywords is now paramount, alongside traditional ranking factors.
- Semantic Understanding: Current systems include advanced natural language processing, meaning search engines understand the *intent* behind searches, not just keywords.
- Knowledge Graph Integration: AI search now features extensive use of knowledge graphs, prioritising entities (businesses, people, places) and their relationships.
- Personalised Results: AI algorithms personalise search results based on user history and location, increasing the importance of local SEO and customer data platforms.
In 2026, the Australian digital landscape demands a hybrid approach. While traditional SEO – optimising website structure, content, and backlinks – remains crucial for foundational visibility, success now hinges on adapting to AI’s focus on comprehensive, authoritative content. Australian Privacy Principle (APP) compliance is also vital when utilising user data for personalisation, and our strategies are built with this in mind. Google’s SGE and Bing AI are increasingly dominant, and optimising for these platforms requires a different skillset than traditional rankings.
Rather than navigating these complex technical requirements yourself, you can simply reach out to our team. At ROI.com.au, we can take care of all this for you—visit our contact page to get started.
