As of December 2025, both Search Engine Optimisation (SEO) and AI platform optimisation are distinct approaches to improving online visibility, but their mechanisms are diverging significantly, with AI platforms increasingly mediating search and content discovery for Australian consumers.
SEO, traditionally, focuses on optimising website content and technical structure to rank higher in search engine results pages (SERPs) like Google.com.au. This involves keyword research, link building, and ensuring website crawlability. In 2026, Google continues to refine its algorithm, but is simultaneously expanding AI-powered features like AI Overviews – generated responses directly within the SERP, often sourced from multiple websites. AI platform optimisation, conversely, centres on structuring content to be readily understood and utilised by these AI systems. This includes schema markup, knowledge graph integration, and creating content that directly answers potential user queries in a concise, factual manner. Currently, platforms like Perplexity AI and You.com are gaining traction in Australia, offering AI-driven search experiences that prioritise direct answers over lists of links. Google’s announced SGE updates for 2027 will further integrate AI responses, potentially reducing organic click-through rates from traditional SERPs. Australian businesses need to consider that Google’s AI features are subject to Australian Consumer Law regarding accuracy and transparency.
Ultimately, AI platform optimisation focuses on feeding information *to* the AI, while SEO focuses on ranking *within* the results the AI presents, and these systems operate with fundamentally different logic.
