But search behaviour is changing.
People are increasingly asking questions such as:
“What’s the best digital marketing agency for a small business?”
“Which SEO agency can help a B2B company?”
“How can I improve my website’s visibility in AI search?”
And instead of opening ten search results, they may ask an AI search engine to research the answer for them.
That creates a new visibility challenge for businesses:
It’s no longer enough to be somewhere on the search results page. You also need to become a source that AI systems can understand, trust and potentially cite.
Google’s AI Overviews and AI Mode can surface links from multiple sources when constructing an answer, while ChatGPT Search can search the web and provide links to relevant sources.
So how does a business actually prepare for this?