If you’ve used Google lately, you might have noticed something different. The classic blue links are still there, but now you might also see a neat, conversational answer right at the top of the page, summarising exactly what you were looking for.
This is AI Search in action. Tech giants like Google and Microsoft have begun weaving powerful artificial intelligence directly into their search engines. Instead of just getting a list of links to click, you’re getting a direct, paragraph-style answer.
It’s a fundamental shift in how people find information online. And if your business relies on being found by customers through search, you’re probably wondering: “What does this mean for my website? Do I need to change my marketing strategy?”
The short answer is: the game is changing, but the goal remains the same. Let’s break down what’s happening in plain English.
What Exactly is AI Search?
Think of traditional search like a massive, incredibly fast librarian. You ask a question, and the librarian points you to the ten most relevant books on the shelf. You still have to pull the books off the shelf and find the exact chapter yourself.
AI Search, on the other hand, is like that librarian who has read every single book in the library. You ask your question, and she immediately gives you a concise, well-worded summary of the answer, pulling the best information from all those books. She’ll still show you the books she used, but you might not need to check them out anymore.
This “summary” is called an AI Overview or AI-Generated Answer. It’s designed to save you time by giving you the essence of the answer right away.
So, What Does This Mean for Your Business and SEO?
For years, the goal of Search Engine Optimisation (SEO) has been to get your website to rank as the #1 result. The thinking was, “If I’m at the top, I’ll get the click.” With AI providing the answer upfront, the number of clicks to regular websites could decrease for some types of searches.
This might sound alarming, but it’s not a reason to panic. It’s a reason to adapt. Here’s how the focus is shifting at our agency:
1. The “Click” is Becoming a Deeper Commitment
If the AI gives a basic answer, users will only click through if they want more—more detail, more depth, or a different format. This means your content needs to be more valuable than the AI’s summary.
Our Approach: We’re focusing even more on creating comprehensive, “deep-dive” content that an AI summary can’t fully capture. Think detailed service pages, unique project pages, interactive tools, and compelling videos that provide a richer experience.
2. It’s No Longer Just About Keywords, It’s About Being the “Expert Source”
The AI pulls information from what it considers the most trustworthy and authoritative sources. If your website is seen as a superficial or unreliable source, it won’t be featured in these answers.
Our Approach: We are doubling down on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). This means clearly showcasing your business’s real-world experience, the credentials of your team, and building a reputation as a leader in your field. Customer reviews and testimonials are more important than ever.
3. The “How-To” and “Local” Searches are Golden Opportunities
Ask an AI “How do I fix a leaking tap?” and it can give you the steps. But you know what it can’t do? Send a local plumber to your house.
Ask “What’s the best Italian restaurant near me?” and the AI might list a few, but it can’t capture the unique atmosphere and menu highlights that make your restaurant the best choice.
Our Approach: We are hyper-focused on optimising your local SEO and creating content that showcases what makes your business uniquely yours. Up-to-date business listings, photos of your team and location, and content that answers very specific local questions (e.g., “Where to get the best local builder in [Your City]?”) will be crucial.
4. Your Website’s User Experience is Now a Top Ranking Factor
If a user does click from an AI answer to your site, but it loads slowly, is hard to read on a phone, or is confusing to navigate, they will click the “back” button instantly. Search engines will notice this negative signal.
Our Approach: We are prioritising technical SEO and user experience (UX) more than ever. This includes ensuring your site is blazing fast, mobile-friendly, easy to navigate, and provides a seamless journey from question to answer to conversion.
The Sky Media Promise: We’re Not Just Keeping Up, We’re Leading the Way
The introduction of AI Search isn’t the end of SEO; it’s its evolution. It’s pushing us to create better, more helpful, and more authentic online experiences for your customers.
At Sky Media, we see this as an exciting opportunity. It separates businesses that are just “on the web” from those that truly provide value. Our strategies are already adapting to ensure your business doesn’t just survive this change, but thrives in it.
Ready to future-proof your online presence? Let’s talk about building a website and content strategy that both Google’s AI and your customers will love. Contact Sky Media today for a Free Consultation.
