AI is changing how people search: What does that mean for your business?

The way people search online is shifting, fast. More and more, customers aren’t just turning to Google when they want to find products, services, or local businesses. Now, they’re also using AI tools like ChatGPT to get answers.

So, what’s the difference between AI web search and the classic Google search? And more importantly, what does that mean for your business website and how you show up online?

Google search vs. AI web search

For years, Google Search has been the go-to way for customers to find businesses like yours. When someone types a question or looks for a product or service, Google scans billions of websites to find the best matches. It then shows a list of links, including (hopefully!) your business, and leaves it up to the customer to choose where to click.

AI-powered search, like when someone uses ChatGPT or other AI tools, works a little differently. Instead of showing a list of websites, AI often gives the person a direct answer, written out in a friendly, chat-like way. These tools use what they’ve learned from reading huge amounts of information to create easy-to-understand responses, sometimes without the user needing to visit any websites at all.

What’s the same?

Both Google Search and AI Search…

• Focus on helping people find what they need, whether it’s a product, service, or local info.
• Use huge amounts of data to figure out and answer search questions.

What’s different?

Google Search:

• Shows a list of website links for the user to choose from.
• Uses real, published websites to gather info.
• Always shows the website link, so you know where the info came from.
• You search, browse links, and decide what to read.

AI Search:

• Often gives a direct, written answer, no clicking needed.
• Uses patterns from its training data to write answers (this could be summaries or reworded info).
• Doesn’t always show where the info came from.
• Feels like chatting with a person, you can ask follow-up questions and get instant answers.

What does this mean for your business website?

As more people use AI tools to search, the way businesses show up online will need to evolve. Here’s how you can stay ahead:

1. Content quality and structure

Make sure your website is clear, well-written, and easy to follow. Use headings, plain language, and keep information well-organised so both people and AI can understand it.

2. User engagement over clicks

It’s not just about clicks anymore. With AI often giving answers directly, your content should be useful, interesting, and easy to read, so people trust your business even if they don’t click through.

3. Local SEO is more important than ever

Keep your business info (like hours, location, and customer reviews) accurate and updated. AI tools often pull this straight from your website or business listings, so make sure it’s correct!

4. Write like a human

AI tools are designed to understand real questions, the kind people naturally ask out loud or type. Make sure your website uses clear, simple language that sounds like normal conversation, not just a string of keywords.

5. Be ready for voice search

Voice search (using tools like Siri, Alexa, or Google Assistant) is becoming more common. Write your content in full sentences and everyday language to make it easier for voice assistants to find you.

The bottom line

The way people search is changing, but the goal stays the same. Both Google and AI tools are trying to help people find what they need. Your business can stay visible and relevant by making sure your website is clear, helpful, and easy to understand for both people and AI. If you stay flexible and keep your content fresh, you’ll be ready for whatever comes next.