SEO has never stood still.
For years, businesses have worked hard to appear in Google search results, optimise their websites and create content that helps customers find them online. For the most part, the goal was clear: rank well on Google, reach the right audience, and drive people back to your website.
But the way people search is changing quickly.
At Strictlymarketing, we recently spoke with our SEO expert, Georgie Hope, about what is happening across SEO, AI search and Google’s changing search experience.
Georgie has worked in SEO since 2009 and has seen countless Google updates, ranking changes and platform shifts over the years. But according to Georgie, the current pace of change is different.
“SEO has always changed, but the last few months have gone ballistic,” Georgie says.
“For a long time, we were largely optimising for Google. Now we are thinking about Google, ChatGPT, Gemini, Copilot, Perplexity, Claude, Grok and other AI platforms that all collect, read and interpret information differently.”
Search is no longer just about Google
Until recently, most Australian businesses focused heavily on Google. Customers would search for a product, service or local business, scan the first few results and click through to the website that seemed most relevant.
That behaviour is now shifting.
AI platforms are changing how people look for information. Instead of displaying a list of links, platforms such as ChatGPT, Perplexity, Claude, Grok and Microsoft Copilot can provide direct answers, comparisons and recommendations based on very specific questions.
A customer no longer needs to search broadly and compare ten websites. They can ask for a business that meets their exact criteria and receive a tailored shortlist.
As Georgie explains, once people experience that level of convenience, their expectations change.
“AI has raised people’s expectations of what they should be able to find,” Georgie says.
“People want specific, useful and complete answers. They do not want to work too hard to piece everything together.”
Google rankings still matter, but they are not the full story
Google rankings are still important. They remain a major part of online visibility and business discovery.
However, ranking well on Google does not automatically mean a business will be included in AI-generated answers.
This is one of the biggest shifts Georgie is watching closely.
“Google says its AI uses similar criteria to SEO, but every AI platform draws from different sources,” Georgie says.
“ChatGPT, for example, can draw from sources such as Bing, Reddit, books and broader web data. Other platforms have their own way of sourcing and prioritising information.”
Recent research from Ahrefs found that only 38% of Google AI Overview citations came from pages already ranking in Google’s top 10 results. Across ChatGPT, Gemini and Copilot, only 12% of cited links appeared in Google’s top 10 results for the same query.
In other words, a page can rank well in traditional search and still not be cited by AI.
What this means for business websites
The clear message from Georgie is that websites need to become more detailed, more helpful and more complete.
Basic service pages are no longer enough.
AI platforms need enough information to understand what your business does, who it helps, where it operates and why it is relevant.
That means businesses should be thinking about:
- Clear product and service information
• Useful FAQs based on real customer questions
• Detailed service area content
• Fresh blog content that answers specific search queries
• Accurate contact details and opening hours
• Strong Google Business Profile information
• Reviews, images and video content
• Content that shows experience, expertise and trust
Georgie says the foundation of good SEO has not changed, but the level of information required has increased.
“I have always done SEO the same way: build what is useful to people,” Georgie says.
“If people loved it, Google usually loved it too. What has changed now is that AI needs more context. It needs more information to confidently understand and recommend your business.”
Local business information needs to be accurate
For local businesses, Google Business Profile is becoming even more important.
Georgie says businesses should pay close attention to their profile information, photos, reviews, opening hours, and website content because these details can help shape AI-driven search results.
“Your Google Business Profile is no longer just a listing,” Georgie says.
“It is a key source of information for search platforms. If your details are outdated, incomplete or inconsistent, you are making it harder for AI and customers to understand your business.”
This matters even more as Google Maps becomes more conversational. A customer might search for something highly specific, such as a quiet cafe with parking nearby that is open now or a family-friendly restaurant close to a particular location.
The businesses most likely to benefit are those with clear, current, and detailed information across their website and Google profile.
AI-written content is not automatically bad
Another area we discussed with Georgie was the use of AI to help create website content.
There is still a lot of confusion around whether Google penalises AI-written content. The issue is not whether AI helped draft the content. The issue is whether the final content is useful, accurate and genuinely helpful.
“AI can be a useful tool, but it cannot replace strategy, local knowledge or proper review,” Georgie says.
“Thin, generic content will not perform well just because it has keywords in it. The content still needs to answer the question properly.”
For businesses, this means AI can help with structure, ideas and drafting, but the final content should still be reviewed carefully and tailored to the business, audience and location.
Video may become more important for SEO
Georgie is also watching the growing role of video in AI search.
Because AI platforms can read transcripts and descriptions, video content may become a stronger visibility tool for businesses.
This does not mean every business needs to create complicated video campaigns. Simple, useful videos can still be valuable.
Examples include:
- A walkthrough of your business
• A short product explanation
• A common customer question answered on video
• A service overview
• A behind-the-scenes introduction to your team
• A how-to video related to your industry
As Georgie puts it, “If your customers are already asking the question, that question probably deserves a piece of content.”
What should businesses do now?
Georgie’s advice is clear: do not panic, but do not ignore the change.
SEO is not dead. It is expanding.
Businesses now need to think beyond ranking for a keyword and focus on whether their online presence provides search platforms with enough useful information to understand, trust, and recommend them.
That includes your website, Google Business Profile, reviews, images, videos, FAQs and ongoing content.
At Strictlymarketing, we are looking at SEO through a broader lens so our clients can stay visible across both traditional search and AI-driven discovery.
Need help with your SEO?
If you are unsure whether your website and online presence are keeping up with the changes in SEO and AI search, Strictlymarketing can help.
We can review your website, identify gaps in your content, improve your Google Business Profile and help create practical SEO content that supports both Google search and AI discovery.
Get in touch with Strictlymarketing to discuss how we can help your business stay visible as search continues to change.
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