In a world where information is at our fingertips, the way we search online is shifting. For years, traditional search engines like Google have dominated the online landscape, indexing billions of web pages and ranking them based on keywords, authority, and user behaviour. But now, a new player is gaining momentum: AI search.
What is AI Search?
AI search refers to the use of artificial intelligence, particularly generative models like ChatGPT, Gemini and Perplexity AI, to understand user questions and respond with direct, conversational answers. Instead of returning a list of links, AI search tools generate summarised responses that are contextual and often draw from multiple sources across the internet.
Key Differences Between AI Search and Google Search
1. Results Format
- Google Search: Returns a ranked list of web pages for you to explore.
- AI Search: Provides a direct response or summary, often without showing where the information came from.
2. Source Transparency
- Google: Highlights credible sources, showing URLs and metadata.
- AI: May not always cite sources, which can raise trust and accuracy questions.
3. User Experience
- Google: Searchers scan, click, compare, and read.
- AI: Offers conversational interaction, often answering follow-up questions seamlessly.
4. Content Optimisation
- Google SEO: Focuses on keywords, backlinks, and site structure.
- AI GEO (Generative Engine Optimisation): Focuses on structured data, expert content, and being cited in authoritative sources.
Why It Matters to Businesses
AI search tools are already changing how people find products, services and information. They’re especially popular among younger audiences, tech-savvy consumers, and those using tools like voice assistants or AI apps.
If your content isn’t optimised for AI-driven discovery, you risk being invisible where future customers are searching. That’s where GEO (Generative Engine Optimisation) comes in. While SEO helps your content rank in Google, GEO ensures it’s findable by AI tools.
Takeaway
Google isn’t going anywhere—but it’s no longer the only search game in town. Businesses must now optimise for both SEO and GEO to stay relevant.
Want help making your content AI-friendly? Learn more about GEO or book a free consultation to get started.
