The question of whether to prioritise AI-powered search (like Microsoft Copilot or Google’s Search Generative Experience) or traditional Search Engine Optimisation (SEO) is top of mind for many Australian business owners. The short answer? Don’t choose. You need both, but how you balance them is crucial. We’re seeing a significant shift in how people find information, and ignoring either approach will limit your growth potential.

For over a decade, SEO has focused on ranking highly in lists of blue links. That’s still important – a large portion of searches will continue to happen this way. However, AI search is changing the game. Instead of lists, users are getting direct answers, summaries, and curated recommendations. This means visibility isn’t just about being *on* the first page; it’s about being *in* the answer.

Here’s what Australian SMEs need to consider:

• Content is King, Reimagined: AI search thrives on comprehensive, high-quality content that directly answers user questions. Think ‘pillar content’ – in-depth guides that cover a topic thoroughly. This benefits both AI and traditional SEO.
• Structured Data is Your Friend: Using schema markup (a type of code) helps search engines understand your content. This is vital for AI search to pull the right information for its summaries. It also improves your traditional SEO by providing context.
• Keyword Research Evolves: Traditional keyword research still matters, but we’re now also focusing on identifying the questions people are asking. Tools that surface ‘People Also Ask’ and related queries are becoming increasingly valuable.
• Local SEO Remains Critical: AI search doesn’t diminish the importance of Google Business Profile optimisation and local citations. In fact, it amplifies it. Ensure your business information is accurate and consistent across the web.

Don’t view AI search as a replacement for SEO, but as an evolution. We recommend a phased approach: continue investing in core SEO principles while simultaneously adapting your content strategy to cater to AI’s needs. Focus on creating genuinely useful, informative content, and ensure it’s easily understood by both humans and algorithms.

The best next step is to conduct a content audit. Identify your key topics and assess how well your existing content answers common customer questions. From there, you can develop a plan to optimise for both traditional search and the emerging world of AI-powered discovery.