Modern Marketing Shifts: AI Changes Search
Search is evolving faster than ever—and small business owners are feeling it. With tools like ChatGPT, Gemini (Google’s AI), and Microsoft’s Copilot becoming part of everyday searches, your website now needs to do more than just rank well. It needs to speak clearly to both people and machines.
If that sounds overwhelming, don’t worry. I’m diving into these modern marketing shifts so I can bring you clear, tested insights that help you stay ahead without burning out. Let’s take a closer look at how AI is changing search—and three simple updates you can make to your site today.
How Traditional Search Worked
Traditional search engines like Google have long used algorithms to rank websites based on things like keywords, structure, and metadata (that’s behind-the-scenes info like page titles, descriptions, and image tags). The goal was to show users the most relevant list of links to choose from.
As a business owner, your job was to make sure your site was readable, logically structured, and included the right keywords to help it show up.
How AI Search is Different
Enter AI tools like ChatGPT, Gemini, and Copilot. These don’t just list results—they summarize, synthesize, and sometimes answer questions without ever showing a link. In many cases, users ask a question and get a response that’s been stitched together from content across the web—including yours.
It’s no longer just about being found—it’s about being understood.
Your website is no longer just a destination—it’s become part of a larger conversation.
What This Means for Your Website
AI tools are scanning your website and trying to pull meaning from it. They’re looking for content that’s:
Clear and well-structured
Easy to summarize
Direct about what you offer and who you serve
They’re less interested in clever headlines and more interested in accessible, answer-driven language.
Try These 3 Website Tweaks to Stay Visible
1. Make Your About Page Crystal Clear
AI tools pull summaries from your About page more often than you'd expect. Make sure yours clearly states what you do, who you serve, and what makes you different—ideally in the first few lines. That might sound like a big ask, but it’s doable and worth it.
2. Add a Simple Q&A Section
AI loves structured content. A short “Common Questions” section on your homepage or services page, with direct and concise answers, helps AI tools scan and summarize your offerings. Bonus: It also improves voice search visibility.
3. Use Real Page Titles, Not Clever Ones
Instead of "Our Story" or "What We Do," opt for clear titles like "About [Your Business Name]" or "Services for Interior Design Professionals." The clearer your headings, the easier it is for both AI and people to understand your site.
Looking Ahead
I’m continuing to explore how shifts in search affect small business websites, marketing strategies, and visibility. As I test and learn more, I’ll keep sharing what works.
If you're curious about how this connects to your business, or have a question about making your site more AI-friendly, I’d love to hear from you.
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