AI is Changing Search. Here's What That Means for Your Business.

Remember when getting your business found online meant stuffing a few keywords into your web copy and hoping for the best? Those days are behind us. AI has quietly (and not-so-quietly) rewritten the rules of search - and it’s time for marketers and business owners to catch up.

So, what’s actually happening? And what can you do about it without vanishing down a technical rabbit hole?

Let’s break it down.

1. It’s Not Just About Keywords Anymore (Not Really)

Search engines have become better at reading between the lines. Instead of scanning for the exact phrase someone typed, AI looks at what they’re actually trying to find. That means your content needs to answer real questions: clearly, helpfully, and in plain English.

Think of it as writing for people first, machines second. Which, let’s be honest, is how it should’ve been all along.

2. You Might Not Get a Click - But You Can Still Win

Featured snippets (those little answer boxes at the top of search results) and AI-generated summaries are the new front page. If your content is tidy, well-structured, and easy to scan, you’re in with a chance.

Use headers that mirror common questions. Keep your answers short and snappy. And if it makes sense to add a list or table, do it. The robots appreciate the effort.

3. People Search Everywhere Now

We used to think of Google as the place to get found. Now? People are searching on TikTok, Alexa, YouTube, even Amazon.

That means your content needs to work in different formats and contexts:

• Social posts that get straight to the point

• Voice-friendly answers for smart assistants

• Clear product descriptions and review replies

• Search-friendly videos with proper captions

The key is adapting without overcomplicating.

4. AI Isn’t Just Behind the Curtain - It Can Sit at Your Desk

You don’t need to do this all manually. AI tools can help you come up with topic ideas, check if your page loads quickly enough, or flag broken links before your customers find them.

Used thoughtfully, they’re a great time-saver - especially for small teams who are already juggling twelve things before lunch.

5. Google (and Your Customers) Still Care About Quality

There’s a reason E-E-A-T keeps popping up. No, it’s not a typo,- it stands for Experience, Expertise, Authoritativeness and Trustworthiness. Bit of a mouthful, but the gist is this:

Your content should be written by someone who knows what they’re talking about. It should be helpful. Honest. Up-to-date. And ideally, the kind of thing someone would want to share.

No smoke and mirrors. Just solid, reliable information.

6. Make It Easy to Stick Around

AI takes cues from how people behave on your site. If visitors are bouncing straight off or struggling to find what they need, your ranking might suffer.

So check the basics:

• Is your site mobile-friendly?

• Does it load quickly?

• Can people find what they’re looking for in a couple of clicks?

A good experience keeps humans happy and AI impressed.

7. Keep One Eye on What’s Coming Next

Google’s Search Generative Experience (SGE) and other AI-powered search updates are still evolving. No one’s expecting you to have all the answers right now but keeping an eye on what’s shifting can help you stay a step ahead.

Try things. Learn from what works. Make small changes regularly rather than waiting for a complete overhaul.

Final Thought

Search is becoming more human. More conversational. Less about gaming the system and more about being genuinely useful.

If your content is clear, well-written, and built with your audience in mind, you’re already on the right track.

You don’t need to start from scratch. But you do need to start thinking differently.

And if you’d like a hand with that? Well, that’s what I’m here for.