For years, Google has been the go-to place for finding businesses online. But search behaviour is shifting. Increasingly, people are turning to AI tools like ChatGPT to ask questions, compare options, and discover local services.
So what does that mean for your business, and how do you make sure your website appears in both places?
The Way People Search Is Changing
Not long ago, someone looking for a service would type a phrase into Google and scroll through results. Now, many people simply ask AI directly:
- “Who’s a reliable web designer near me?”
- “Can you recommend a good accountant in Hampshire?”
AI tools then generate answers using trusted online sources. If your business isn’t visible across those sources, you are far less likely to be included in the response.
Where AI and Search Engines Get Their Information
AI tools and search engines rely on similar foundations. They look at publicly available information such as:
- Your website
- Your Google Business Profile
- Online directories like Yell and Thomson Local
- Review platforms such as Trustpilot
- Industry specific platforms like Checkatrade or Houzz
Consistency is key. Your business name, address, and services should match across every platform.
Make Your Website Easy to Understand
A well-structured website makes it easier for both Google and AI tools to interpret your content.
Focus on:
- Clear explanations of what you offer and the areas you cover
- Logical page structure with headings and titles
- Useful written content that answers real customer questions
- Fast loading speeds and mobile friendly design
Adding regular blog content is a great way to improve visibility while demonstrating your expertise.
Build Trust and Credibility
The more your business is mentioned across the web, the more trustworthy it appears.
You can strengthen your online presence by:
- Earning links from local websites or news features
- Collecting genuine customer reviews
- Sharing helpful insights on social platforms and industry groups
These signals help both search engines and AI tools see your business as a reliable recommendation.
Keep Your Content Fresh
Outdated websites can quickly lose visibility. Keeping things current shows that your business is active and relevant.
Make time to:
- Update service pages
- Add recent projects or case studies
- Publish new blog posts
- Refresh testimonials
Regular updates improve your chances of appearing in both search results and AI generated answers.
Write for Real People
It is easy to fall into the trap of writing for algorithms, but clarity always wins.
Use straightforward language, avoid unnecessary jargon, and focus on answering the questions your customers are already asking. The more natural and helpful your content is, the better it performs.
Be Visible Wherever People Are Searching
This is not about choosing between Google or ChatGPT. It is about ensuring your business can be found wherever people are looking.
Search habits will continue to evolve. By maintaining a clear, consistent and well managed online presence, you will be in a strong position to benefit from both traditional search and AI driven discovery.
Need a Hand?
If you are unsure whether your website is working as hard as it should, Nettl of Fareham can help you review, refine and improve your online presence so you are easier to find, wherever your customers are searching.
