For many years, businesses have focused on being found through traditional search engines such as Google and Bing.
When someone wanted to find a product, service or supplier, they would typically type a few keywords into a search engine and browse a list of website links.
However, the way people search for information is beginning to change.
Increasingly, people are using AI-powered search tools and assistants to answer questions, compare suppliers and gather information. Rather than simply displaying a list of websites, these systems attempt to provide direct answers and recommendations.
This article explains AI search in simple terms and explores what businesses should consider as search behaviour continues to evolve.
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What is AI Search?
AI search uses artificial intelligence to understand questions and provide answers based on information gathered from multiple sources.
Examples of AI-powered search tools include:
- ChatGPT
- Google AI Overview
- Microsoft Copilot
- Perplexity
Unlike traditional search engines, which primarily present lists of websites, AI search tools attempt to understand the intent behind a question and provide a more direct response.
For example, rather than searching:
“Commercial cleaning company Lancashire”
a user might ask:
“Which commercial cleaning companies in Lancashire have experience working in food manufacturing environments?”
This creates both opportunities and challenges for businesses.
How AI Search Differs From
Traditional search engines have typically rewarded websites that demonstrate authority, relevance and technical optimisation.
AI search still values these factors, but it also looks for businesses that clearly demonstrate experience, expertise and useful information.
Instead of simply matching keywords, AI search systems attempt to answer questions by identifying content that provides genuine value.
This means businesses increasingly need to think about:
- What questions their customers ask
- Whether their website answers those questions
- Whether they can demonstrate expertise
- Whether they provide evidence of their experience
Why Experience Matters More Than Ever
One of the biggest changes introduced by AI search is the importance of demonstrating real-world experience.
Many businesses can describe what they do.
Fewer businesses can demonstrate:
- How they do it?
- Why they do it?
- Where they have done it?
- What results they achieved?
This is why case studies, examples, project summaries and customer experiences are becoming increasingly important.
The businesses that can demonstrate genuine experience are often more likely to be considered useful sources of information.
Why Detailed Content Matters
For many years, businesses were encouraged to create short web pages focused primarily on keywords.
Today, both traditional search engines and AI search tools increasingly value content that provides useful, comprehensive answers.
This does not necessarily mean writing longer articles simply for the sake of length.
Instead, businesses should focus on answering the questions their customers genuinely want to ask.
Examples may include:
- How does a service work?
- How much does it cost?
- What problems does it solve?
- What happens during the process?
- What experience does the company have?
- What should customers consider before making a decision?
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Frequently Asked Questions Have Become More Important
Many customers now ask complete questions rather than searching for individual keywords.
As a result, frequently asked questions can become an important source of information for both traditional search engines and AI search tools.
Questions such as:
- How long does the process take?
- What are the costs involved?
- What information do you need?
- What happens if i miss and enquiry?
can help businesses demonstrate expertise while also improving the customer experience.
Images, Video and Case Studies Can Support AI Search
Text remains important, but other types of content can also help demonstrate expertise and experience.
Examples include:
- Project photographs
- Before an after images
- Case studies
- Customer testmonials
- Video content
- Process explanations
These types of content can help businesses demonstrate that they have genuine experience rather than simply making marketing claims.
Read more of our business technology ‘Simple Terms’ explained articles:
Does Traditional SEO Still Matter?
Yes.
Despite the growth of AI search, traditional search engine optimisation remains extremely important.
Businesses still need:
- Relevant page titles
- Helpful content
- Internal links
- Clear navigation
- Fast-loading pages
- Secure websites
In many cases, the same activities that help businesses perform well in traditional search can also improve their visibility within AI search systems.
What Should Businesses Do Differently?
The good news is that businesses do not necessarily need to completely change their approach.
Instead, they should focus on demonstrating their expertise more clearly.
This may include:
- Publishing detailed articles
- Writing case studies
- Creating frequently asked questions
- Producing videos
- Explaining their processes
- Sharing customer experiences
- Answering common industry questions
The businesses that are willing to share their knowledge and experience are often the businesses that become easier to find.
What content can you create?
AI search is changing the way people find information online.
Rather than simply searching for websites, users are increasingly asking questions and expecting direct answers.
For businesses, this creates an opportunity to demonstrate expertise, experience and authority through useful content.
While traditional search engines remain important, businesses that invest in answering customer questions, sharing their knowledge and demonstrating real-world experience are likely to be better positioned for both traditional and AI-powered search in the future.
In simple terms, businesses that genuinely help people understand a subject are increasingly becoming the businesses that people and AI systems, choose to recommend.
