October 05, 2026
The way people find information online is changing. While Google remains a major part of how we search the web, AI-powered search tools are becoming increasingly popular. But does this mean businesses need a completely different approach to getting found online? The short answer is no; whilst there are important differences, many of the fundamentals remain the same.
Traditional Google Search generally provides a list of relevant web pages, allowing users to choose which result they want to visit. AI search can take this a step further by using information from multiple sources to provide a more direct, conversational answer.
This means users may ask longer or more detailed questions rather than simply entering a few keywords. AI search can then interpret the intent behind the question and provide a response based on information it finds online. For businesses, this means being visible as a useful and trustworthy source can become just as important as ranking for individual keywords.
Many of the principles that help a website perform well in Google also apply to AI-powered search. Useful, original and relevant content remains important. Websites should be easy for search engines to crawl, have clear page structures and provide accurate information. Technical SEO, website performance, mobile usability and internal linking all continue to play a role. Google has also confirmed that its existing SEO best practices remain relevant for appearing in its AI-powered search features.
AI search places greater emphasis on answering questions and demonstrating expertise. Rather than creating content purely around individual keywords, businesses should consider the questions their customers are asking and provide clear, comprehensive answers.
It is also increasingly important to demonstrate what makes your business different. Original information, first-hand experience and genuinely useful content can give AI systems more valuable information to work with.
Absolutely, there is no need to choose between Google and AI search. A well-structured and trustworthy website provides a strong foundation for both. As search continues to evolve, the focus should remain on creating a website that works for your customers first, while following good SEO and digital marketing practices to help search engines understand it.