As of early 2026, both Google Search and AI-powered search platforms operate by indexing and interpreting content, but differ in *how* they deliver results. Google prioritises ranked webpages based on relevance and authority, while AI search – currently dominated by platforms like Perplexity AI and integrated features within Google itself – synthesises information from multiple sources to provide direct answers and conversational experiences.
- Google’s current systems include ‘Search Generative Experience’ (SGE) which blends traditional links with AI-overviews.
- AI search platforms now features advanced natural language processing, allowing for highly specific and nuanced queries.
- Australian Consumer Law compliance is critical; AI-generated content *must* be factually accurate and avoid misleading claims – a key consideration for businesses.
- Local SEO remains vital; optimising your Google Business Profile is still essential for ‘near me’ searches, even with AI integration.
In 2026, Australian businesses need a blended strategy. While traditional SEO remains foundational, ignoring AI search’s growing influence is detrimental. AI search favours structured data and content that directly answers user questions, meaning a shift towards ‘answer engine optimisation’ is necessary. Furthermore, the ACCC is actively monitoring AI’s impact on competition and consumer rights, adding another layer of complexity.
Instead of navigating these technical complexities and regulatory considerations alone, let our team at ROI.com.au handle your search strategy. Contact us today and we can take care of all this for you.
