The big question for Australian SMEs right now is whether the rise of AI-powered search – think tools like Perplexity AI and the evolving Google Search experience – means throwing out your existing content strategy. The short answer is: not necessarily. However, a ‘set and forget’ approach won’t cut it. Your current content likely forms a solid foundation, but optimising for AI search requires a shift in thinking about how people find information.

For years, we’ve focused on ranking for keywords. That’s still important, but AI search prioritises direct answers and comprehensive summaries. It’s less about sending people *to* your website and more about getting your information *in front* of them within the AI’s response. This means a few key adjustments are needed.

• Focus on answering questions directly: Think ‘People Also Ask’ sections on Google, but amplified. AI thrives on providing concise, helpful answers. Structure content around frequently asked questions in your niche.
• Embrace structured data: Schema markup helps search engines (and AI) understand the context of your content. It’s like labelling everything clearly so the AI knows what it’s looking at. This is particularly important for product information, events, and how-to guides.
• Prioritise comprehensive content: AI favours sources that demonstrate authority. Longer-form, in-depth content that covers a topic thoroughly is more likely to be used as a source. Think ‘ultimate guides’ rather than short blog posts.
• Consider conversational tone: AI responses are, well, conversational. While your brand voice should remain consistent, adopting a more natural, less keyword-stuffed tone can help your content align with how AI presents information.

Don’t panic about rewriting everything. Start by analysing your existing top-performing content. Can you expand on it to answer related questions more fully? Can you add schema markup? Focus on these quick wins first. As AI search evolves, we anticipate a greater emphasis on real-time data and personalised experiences, meaning ongoing content refinement will be crucial. Ignoring this shift risks your business becoming less visible, even if your website remains technically sound.

Your next step: Conduct a content audit focusing on question-based keywords relevant to your business. Identify gaps where you can create comprehensive, structured content that directly answers customer queries. This will position you for success in the evolving search landscape.