If you’re a business owner, chances are you’ve put a lot of energy into making sure your website shows up on Google. But here’s the twist: in 2025, it’s not just about Google anymore. AI (artificial intelligence) tools are quickly becoming the default method in which people use in order to discover new information – meaning your strategy might need a refresh.
Why AI search matters
Generative AI isn’t a trend. It is a tool that is being utilised by millions across the world, as people are beginning to find it more useful than a typical Google search. If your business isn’t showing up in those summaries, you’re becoming invisible to a growing slice of your audience.
Google vs. AI: what’s the big difference?
Google plays by one set of rules: keywords, backlinks and technical SEO (search engine optimisation). AI tools put more of a focus on clarity, structure and how relevant your content feels.
How to play both games
The good news is that you don’t need to reinvent the wheel. Here are a few smart tweaks:
- Separate content with clear headings and bullet points.
- Write naturally and provide answers the way a human would, rather than forcing keywords and phrases into your content
- Don’t bury important info in PDFs as it could be overlooked.
- Aim for mentions on trustworthy sites, even without a backlink.
The bigger picture
AI is becoming more prominent in our daily lives, and if you’re not optimising for this, rest assured your competitors are.
Visibility today means being found by both search engines and AI. By fine-tuning your content now, you’ll make sure your business stays discoverable – regardless of how people decide to gather their information.
If you need any assistance adjusting the growth of your GEO (generative engine optimisation), get in touch with the team at Engage Web today.
- Google rolls out inclusion of reviews in AI search summaries - September 10, 2025
- How to create content that balances GEO and SEO - September 5, 2025
- Why ChatGPT is sending less traffic to websites - August 26, 2025
