The question on every Australian SME’s mind right now is whether Google’s advancements in AI – particularly its Search Generative Experience (SGE) – mean a complete website overhaul is necessary. The short answer is, for most businesses, probably not. We’re seeing a significant shift in *how* people search, but the fundamental need for a strong, informative website remains.

Google AI isn’t replacing websites; it’s changing how users interact with search results. SGE provides AI-powered overviews, drawing information from multiple sources. This means your website needs to be a strong source of that information. A complete redesign isn’t the first step, but a strategic content refresh absolutely is.

Here’s what we’re advising our clients:

• Focus on E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. Google’s AI prioritises content demonstrating these qualities. This means detailed, well-researched content, clear author bios, and building your online reputation.
• Structured Data is Critical: Implementing schema markup helps Google understand your content, making it more likely to be featured in AI-powered summaries. Think of it as translating your website’s information into a language Google’s AI readily understands.
• Answer Questions Directly: SGE often presents answers to specific questions. Identify the key questions your target audience is asking and create content that provides concise, helpful answers. Think ‘People Also Ask’ sections, but more comprehensive.
• Long-Tail Keywords Matter More: While broad keywords still have value, focus on longer, more specific phrases. These are the queries users are likely to type when seeking detailed information – the kind Google AI will use to build its summaries.

Don’t fall into the trap of chasing the latest shiny object. A well-optimised website, built on a solid content strategy, will continue to perform well. We anticipate that by 2026, Google’s AI will become even more sophisticated, further rewarding websites that prioritise quality and relevance. The key is to adapt your content to suit this new search landscape, not to abandon your existing investment.

Your next step: Conduct a content audit. Identify gaps in your content where you can directly address customer questions and strengthen your E-E-A-T signals. This targeted approach will deliver a far greater return than a costly and potentially unnecessary website rebuild.