Search behaviour is shifting. Here’s how growth-focused businesses can stay competitive in a digital world powered by AI tools and conversational search.
Search engines are no longer just showing links in response to user queries. Google’s AI Overviews, Bing’s Copilot, and ChatGPT with real-time browsing are all designed to give users instant, conversational answers. This means users often get what they need without visiting a website.
What this means for growing businesses
For growing businesses, this shift has real implications for your digital strategy. To stay discoverable and trusted, your content needs to meet the expectations of AI-driven search.
AI platforms look for content that is clear, well-structured and answers real questions quickly. They summarise insights pulled from multiple sources, not just the top-ranking one.
7 ways to stay visible in AI search
Here’s what your business can do to adapt to this shift:
- Review your key pages
Use tools like Google Analytics 4 or Search Console to find the pages bringing in traffic. Then check if they lead with a strong summary, a clear message, or a value proposition. Don’t make users scroll to understand what you do or why it matters.
- Use natural questions in your headings
More people are using voice search. That means they’re asking full questions like, “What’s the best software for managing remote teams?” Use these questions as headings and provide direct, helpful answers underneath.
- Track AI-driven traffic
Check if you’re getting referrals from tools like ChatGPT or Perplexity. If so, reach out to those leads and ask what they searched for. This helps shape future content. - Boost voice and local search by updating your Google Business Profile
Smart assistants like Siri and Alexa pull location data from your profile. Make sure it’s accurate and add region-specific phrases to your site like “Serving clients across Cardiff, Newport and Swansea” to help AI tools understand where you operate. - Run a Deep Research test
When fewer people are clicking through to websites, showing up in AI answers boosts credibility. If your brand becomes the go-to source for useful insights, that visibility supports trust and future sales. Use ChatGPT’s Deep Research function and simulate a customer query, like “Find a Welsh supplier of low-carbon packaging.” Does your business appear? If not, re-run the query and ask ChatGPT why. It will highlight what’s missing, which is a valuable guide to improving your content. - Build trust and boost visibility with structured, expert content
You can build trust and improve how AI reads your content with these quick wins:
- Add short author bios to articles or blogs. A line like “Written by Emma Williams, Head of Operations” builds authority
- Break longer pages into sections using subheadings and bullet points
- Submit your website to Bing Webmaster Tools. ChatGPT uses Bing to pull its responses, so this improves your visibility
- Spend an hour this month on search visibility
AI search rewards content that is useful, reliable and easy to understand. It’s not about being the first link on Google anymore, it’s about being the best answer.
Here’s a simple task:
- Identify three common questions your customers ask
- Write clear answers and publish them on your website
- Check whether those pages are showing up in AI responses
This is one of the easiest ways to boost visibility across AI-powered platforms.
Need help adapting your content for AI search?
The Accelerated Growth Programme (AGP) supports growing businesses to build strong, future-ready digital strategies. Speak with your Relationship Manager if you need support in adapting to the rise of AI search.