How AI is Radically Changing Search — and What Your Business Should (and Shouldn’t) Do About It

Remember when "SEO" mostly meant picking the right keywords and stuffing them into your website like it was a Thanksgiving turkey? Those days are long gone—and now, thanks to artificial intelligence, the way people search (and the way search engines answer) is being turned on its head.

Here’s what’s changing, what you should focus on now, and what’s probably safe to let go of.

🧠 Search is No Longer Just Google + Keywords

AI is changing how people discover information. Even search platforms like Google include AI-generated summaries of web queries, even as many users go directly to their favorite AI platform to find information instead of "googling it." Platforms like ChatGPT, Google’s Search Generative Experience (SGE), and Grok aren’t just directing people to websites—they’re giving direct answers in natural language, often without the user ever clicking a link.

That means:

• People are searching in more conversational ways ("What’s the best place to buy local honey near me?").

• AI tools are summarizing info from across the web—your website might be helping someone decide to visit your store, even if they never land on your site.

✅ What You Should Focus On

1. Clear, Helpful Content That Sounds Human

AI favors content that directly answers questions. Ditch jargon. Think: “What should I wear to Ladies Night Out?” or “Is your team bilingual?” If your website has answers to real-world questions, AI tools are more likely to pull from your content.

Tip: Write FAQ sections. Use blog posts to explain common customer concerns. Be the expert in your niche—casually but clearly.

2. Consistent Business Listings

AI draws from a variety of trusted data sources like Google Business Profile, Yelp, Apple Maps, and others. Inconsistent or outdated listings confuse both people and algorithms.

Tip: Keep your business hours, address, and contact info consistent everywhere.

3. Customer Reviews (And How You Respond)

AI reads reviews. It uses them to gauge what your business is known for.

Tip: Encourage reviews from happy customers. Respond with professionalism and authenticity—this helps both your online reputation and your AI visibility.

4. Visual Content

AI loves images—especially when they’re labeled properly. If you post photos of your shop, team, or events, use descriptive file names and alt text.

Tip: Instead of “IMG_0032.jpg,” use “bilingual-staff-austin-chamber-event.jpg.” It helps search engines understand what’s in the photo.

❌ What to Spend Less Time On

1. Obsessing Over Exact Match Keywords

Search engines are way smarter now. They understand the intent behind a search, not just the exact words.

Outdated: “Best mashed potatoes Austin” repeated 10 times on a page.
Better: An authentic story about what makes your mashed potatoes unique and what first-time customers should try.

2. Chasing Search Engine Rankings Alone

If your whole strategy is just “get to page 1 on Google,” you're missing the bigger picture. AI search experiences pull from many sources—your blog, your reviews, your social posts.

Tip: Focus on being helpful and visible across platforms, not just ranking for one keyword.

3. Over-Optimizing for Bots

Old-school SEO tricks (like stuffing keywords, hidden text, etc.) can hurt more than help. AI prefers content written for humans.

🚀 Final Takeaway: Think of AI as Your Next Customer

If an AI assistant is helping someone find a solution—whether it’s where to host a birthday party, how to file business taxes, or where to get a great taco—it’s going to draw from trustworthy, clear, and relevant information.

The more helpful, human, and authentic your content is, the better chance you have of showing up in that AI-powered answer.

Keep doing what you do best: answering your customers’ questions, providing value, and showing up—online and in person.