AI Search tools are changing how people find and interact with businesses online. While Google remains a dominant platform in search, AI-driven search engines like ChatGPT and PerplexityAI are capturing more attention, especially among younger users. To stay competitive, businesses need more than a one-track approach. The solution? A hybrid search strategy that combines the strengths of AI search, Google SEO, and Google Ads.
Why a One-Dimensional Search Strategy Won’t Work Anymore
Google SEO Alone Isn’t Enough
While Google continues to drive significant traffic, AI search is shifting how content is consumed. Instead of browsing multiple websites, users now receive AI-generated summaries, which reduces click-throughs from traditional search results.
AI Search Alone Won’t Cover Everything
AI search excels at surfacing quick answers, but it isn’t yet a full replacement for intent-driven searches that lead to conversions. Google remains a high-performing channel for lead generation, and its advertising capabilities offer fast visibility you can’t get through organic means alone.
How to Create a Well-Rounded Search Strategy
1. Optimise for AI Search
- Publish content in formats that AI engines prioritise: FAQ-style pages, expert blogs, and concise answers to direct questions.
- Get cited on reputable sources like Wikipedia, news outlets, and industry sites.
- Build a presence on platforms commonly scraped by AI, such as LinkedIn, YouTube, and Google Business Profile.
This approach is part of what’s now known as Generative Engine Optimisation (GEO) — a method for positioning your content so it’s discoverable by AI tools and included in generative search responses.
2. Strengthen Your Google SEO
- Target keywords that still deliver strong traffic through Google Search.
- Optimise your Google Business Profile and keep your NAP (Name, Address, Phone) details up-to-date for local SEO.
- Build internal links, improve page load speeds, and secure backlinks to increase domain authority in the long term.
3. Use Google Ads to Capture High-Intent Leads
- Launch campaigns targeting users with strong purchasing intent.
- Retarget visitors across YouTube and Google Display Networks to keep your brand top of mind.
- Experiment with AI-assisted ad formats to align with evolving user behaviour.
The Result? A Comprehensive Search Strategy That Works Across All Platforms.
Why Integration is the Key
No single channel can carry your entire digital marketing strategy anymore. AI is reshaping how users find and consume content, but Google’s scale and paid reach still play a crucial role. Integrating AI search optimisation or GEO, SEO best practices, and Google Ads ensures your business is covered from all angles.
Curious about how your current marketing stacks up in this new era? Try our complimentary AI Visibility Calculator to see where your strategy stands.
Want to future-proof your search strategy? Book a free consultation today or learn more about Generative Engine Optimisation (GEO) here.
