If you’ve recently heard that people are starting to find businesses through AI tools like ChatGPT or Google’s AI Overviews, you’re not imagining it. It’s already happening and faster than many expect.
We understand how overwhelming it can feel to constantly adapt to changing search trends. Just when you think you’ve got Search Engine Optimisation nailed down, AI comes along and shifts the playing field. But here’s the good news: you don’t have to start from scratch, you just need to evolve how you show up.
Why AI Search Is Changing the Game
Think back to how traditional search works. It’s like ordering takeaway from a long menu. You’re given a list of options, and it’s up to you to decide which one might have what you’re craving. That’s essentially how Google Search has operated for the past two decades: it presents a menu of websites, and you do the clicking and exploring.
AI search, on the other hand, is more like having a personal assistant who already knows your preferences, has read every menu in town, and simply brings you the best dish for your needs with no extra effort required.
This shift means your website alone is no longer enough. AI gathers information from all over the web including reviews, forums, social media, and blog posts and turns it into one clear, helpful answer. To stay visible, your business needs to show up in those places, and your content must reflect how people are actually asking questions today.
Writing Content That AI Actually Uses
Many of our clients initially struggle with how to ‘optimise’ for AI. It’s not about stuffing keywords anymore, it’s about sounding human.
Speak the Way People Search
AI users don’t just type ‘best shoes online’ anymore. They’re more likely to ask something like, ‘What are the best waterproof running shoes for flat feet that can handle daily use?’ It’s specific, it’s conversational, and it reflects how real people naturally speak when they expect a smart, personalised answer.
That’s how your content needs to sound too. Consider approaching this by:
- Using real-life questions as headings
- Writing answers in a warm, human tone
- Including useful detail (e.g. service availability, turnaround time, local relevance)
For example, instead of saying ‘We sell office chairs for all workspaces’, try ‘We offer ergonomic mesh office chairs with lumbar support, perfect for home offices, creative studios or long hours at your desk all delivered within 3 working days’.
Make It Easy for AI to Understand You
AI doesn’t read like a person, it scans, extracts and summarises. That’s why it’s crucial to structure your content in a way that’s easy to digest.
Our team has found that the following best practices work well:
- Use clear, question-style headings
- Break up content with short paragraphs and bullet points
- Provide direct answers first, then expand with detail
- Avoid generic language be specific, original and local
Also, consider using schema markup, which acts like a cheat sheet for AI. It helps identify key details like your reviews, FAQs, location, and products. There are free tools online that make adding schema simple, no coding experience required.
Build Trust and Authority Everywhere
Now that we’ve established this content foundation, let’s look beyond your website. AI doesn’t just read your homepage it scans the entire web for clues about your credibility.
Be Seen in Multiple Places
AI pulls data from:
- Google Business Profiles
- Yelp, TripAdvisor and industry directories
- Reddit threads and Quora answers
- LinkedIn posts and podcast transcripts
- Blog comments and community forums
You don’t need to be everywhere, but you do need to be where your audience is. Start by getting listed in reputable general directories, then explore niche directories relevant to your field.
Mentions Matter More Than Links
In traditional SEO, backlinks were everything. In AI search, mentions of your name appearing on trusted sites, even without a link are what count. That means being referenced on news sites, in blog posts, or within reviews is more valuable than ever.
Show Up As the Expert You Already Are
You don’t need a big PR team to build authority. If you or your team have expertise, share it.
Here are some ways we encourage small businesses to build their digital presence:
- Post helpful content on LinkedIn
- Join discussions in industry forums
- Share behind-the-scenes insights on social media
- Speak on a local podcast or contribute to a guest blog
Whether you’re a one-person operation or a growing team, showing your personality and knowledge makes a meaningful difference both to people and to AI.
Let’s Get You Noticed by AI
We know the shift to AI-powered search can feel like yet another moving target in the world of digital marketing. But this time, it’s not just a new trend it’s a fundamental change in how people discover businesses.
The sooner you adapt, the sooner you’ll benefit. So here’s what we recommend as your next steps:
- Refresh your website content to be more conversational and specific
- Structure it with headings and bite-sized answers
- Get your business listed in trusted directories
- Start sharing your knowledge wherever your audience spends time
Because AI is already deciding who gets shown and with a few thoughtful steps, it could be your business that comes out on top.
