The question of whether to prioritise AI-powered search or traditional Search Engine Optimisation (SEO) is top of mind for many Australian business owners. It’s a valid concern – things are changing rapidly. Our advice? Don’t think of it as ‘either/or’. A blended approach, leaning heavily into SEO *right now*, is the most effective strategy for sustainable growth.

AI search, particularly through platforms like Perplexity AI and integrated features within Google and Bing, is gaining traction. These tools provide direct answers, synthesising information from multiple sources. However, they still rely heavily on the foundational work of SEO. AI needs content to analyse and rank – that content is found through traditional search first.

Here’s what Australian SMEs need to consider:

• SEO remains the bedrock: Google’s core algorithm isn’t disappearing. Ranking in traditional search results still drives the vast majority of website traffic. A strong SEO foundation – keyword research, quality content, technical optimisation, and link building – is essential, even *because* of AI.
• AI search is evolving, not replacing: AI search is currently best at answering informational queries. For transactional searches – “buy running shoes Sydney” – users still overwhelmingly turn to traditional search engines and shopping platforms.
• Content is king (and queen): Both SEO and AI search demand excellent content. Focus on creating comprehensive, authoritative, and user-friendly content that answers your customers’ questions. This will serve you well regardless of how they find you.
• Local SEO is critical: For many Australian SMEs, local search is paramount. Google Business Profile optimisation and local keyword targeting are vital, and these tactics are directly applicable to both traditional and AI-powered search.

While we’re monitoring the development of AI search closely, and anticipate its increasing influence in 2026 and beyond, the immediate priority for most SMEs should be strengthening their SEO. Think of AI search as an additional channel to optimise for *later*, once you’ve mastered the fundamentals. Don’t spread your resources too thin chasing the latest shiny object.

Next step: Conduct a comprehensive SEO audit of your website. Identify areas for improvement in keyword targeting, content quality, and technical optimisation. This will provide a solid foundation for future growth, regardless of how search evolves.