Introduction
AI tools are reshaping how people search – and how businesses get found. With platforms like ChatGPT, Google Gemini, Perplexity, and Microsoft Copilot creeping into everyday use, the question for business owners across New Zealand and Australia isn’t if things are changing – it’s what you should do about it.
In this guide, we’ll break down how AI search is influencing consumer behaviour, how SEO and Google Ads still play a vital role, and what smart operators can do now to stay visible, relevant, and competitive.
The Rise of AI in Search
Search engines aren’t what they used to be. Google’s new AI Overviews (previously called SGE – Search Generative Experience) use AI to summarise answers straight on the search page. So do newer tools like ChatGPT with browsing, Perplexity, and Bing Copilot.
And yep, this is affecting how many people visit your website.
Key statistics:
- Around 60% of Google searches now conclude without users clicking through to a website (Search Engine Land, 2024).
- Roughly 58% of informational search queries are now being answered directly in AI-generated summaries (SEMrush, 2024).
It’s no longer enough to rank well – you also need to appear in the answers these AI tools are generating.
Where SEO & Google Ads Fit in 2025
SEO: Long-Term Visibility That Works Across Platforms
Good SEO isn’t just about Google anymore – it fuels discoverability in AI tools, too.
When your site is fast, well-structured, and full of helpful content, it’s easier for both search engines and AI models to pull you into their answers. That’s key for keeping your brand visible when people ask questions like:
- “What’s the best way to [solve a problem]?”
- “What are the top-rated options for [product or service] in…?”
- “How does [your industry] work?”
To rank in the AI era, focus on:
- Clear website layout eg. logical headings, helpful FAQ’s, thoughtful linking between pages to help with user navigation
- Content that answers real questions – thoroughly and clearly
- Demonstrating Google’s well known E-E-A-T framework (Experience, Expertise, Authoritativeness and Trust) through value driven, genuinely helpful page copy and blog content.
- Make sure your website runs smoothly and is easy for Google to understand. That means fast loading, no broken pages, and the right behind-the-scenes setup so search engines (and AI tools) can find and show your content.
Google Ads: Immediate Traffic While You Build
Google Ads and Shopping campaigns still have a critical role – especially if your SEO isn’t yet ranking top 3 or appearing in AI summaries.
Why Ads Still Work:
- You’re targeting high intent users – people ready to buy or book
- Ads put you at the top when you aren’t there organically
- You have full control: timing, budget, targeting and message
Until your organic and AI presence is dialled in, ads are your insurance policy for visibility.
Future-Proofing Your Digital Strategy
No one can predict every twist in search, but some fundamentals remain consistent.
Here’s what you should prioritise heading into 2025 and beyond:
1. Choose Smart, Scalable Tech
Whether you’re on WordPress, Webflow, Shopify, WIX or a custom CMS – your website platform should:
- Be easy for Google and AI tools to read supporting things like schema (labelling your pages/ products/ info so crawlers can understand) and a clean site structure that makes logical sense.
- Load quickly and work smoothly on all devices – whether someone’s on a phone, tablet, or computer, your site should open fast, be easy to scroll through, and not make people wait or pinch-zoom just to read something.
- Get regular updates so it keeps up with changes in search and AI tech
2. Make Products & Services Easy to Understand
Avoid over-complicated product configurators or fragmented product pages. Present clear, standalone product kits or service bundles that are easy to index and describe in search.
3. Invest in Helpful Content
Start building a library of answers to your customers’ questions. Think:
- Guides
- Tutorials
- “How to choose” content
- Case studies
Not only will this feed Google’s algorithm – it’s exactly the kind of content AI models scrape and surface.
4. Diversify Your Channels
Don’t rely on Google alone. Grow your brand across:
- Organic social (Instagram, Facebook, TikTok, LinkedIn)
- Email marketing
- Direct search for branded keywords
This gives you more control over your reach as the search landscape keeps shifting.
FAQs
How is AI changing search behaviour?
AI tools like ChatGPT, Copilot, and Google Gemini summarise answers directly in search – which means users often don’t click through to websites. Businesses need to create content that’s structured and specific enough to be included in those summaries.
Is SEO still worth investing in?
Absolutely. It’s not just for Google anymore – strong SEO helps you show up in ChatGPT, Bing Copilot, and other AI-driven search tools. It’s the long game, but one of the best investments you can make in visibility and trust.
Should I use Google Ads if I’m working on SEO?
Yes. Paid ads deliver instant traffic and keep you visible to high-intent buyers while your SEO gains traction. They’re complementary – not competing.
What kind of content works best for AI visibility?
Content that answers questions clearly. Use headings, bullet points, and FAQs. Keep the language plain and useful. The better your content helps people, the more likely AI will use it.
Final Thoughts
Search is evolving, but it’s not collapsing – it’s converging. The brands that win in the AI era won’t be the ones chasing fads – they’ll be the ones doubling down on solid infrastructure, clear content, and smart visibility.
If you’re unsure how your digital strategy stacks up, or want to start aligning with where search is headed, get in touch. We’re keeping a close eye on the shifts and helping NZ and AU businesses stay one step ahead.
