The Future of Search Isn’t Google — It’s AI (And Here’s How You Optimise for It)

For years, the holy grail of digital marketing was “Page One of Google.”

Everyone wanted the top spot. Everyone chased the clicks. Everyone measured success in impressions.

But here’s the shift: The most valuable traffic — the traffic with real buying intent — is no longer searching on Google.

They’re asking AI.

My Chainsaw Moment (Yes, Really)

Here’s a very real example from my own life.

Only yesterday, I was looking for a mini electric chainsaw (why is a story for another day… let’s just say there was a wooden pallet involved).

I could have gone to Google. Typed in best mini chainsaw for women. Scrolled through 12 review sites and affiliate blogs with endless pop-ups.

Instead? I went to ChatGPT.

I told it exactly what I needed:

• Lightweight

• Powerful enough to be useful

• Something that would work well for a woman

• Easy to handle

Within seconds, it recommended several options — including Saker, Stihl and DeWalt. It summarised the pros, the prices, and the best use cases.

I bought the Saker. Directly off the back of ChatGPT’s recommendation.

👉 The intent was there. 👉 The buying decision happened inside AI. 👉 Google never saw a thing.

Why This Matters for Every Business

This wasn’t just about chainsaws.

It’s about a shift in how people make buying decisions.

People are no longer starting their service or product research on Google. Increasingly, they’re going straight to AI tools like ChatGPT, Perplexity, Gemini — asking for answers, comparisons, and recommendations.

These platforms don’t give ten blue links. They give a shortlist. And if your brand isn’t in that shortlist, you don’t just miss the traffic — you miss the sale.

Google Isn’t Dead (Yet) — But It’s Losing Its Grip

Let’s be clear: Google is still important. It still drives discovery traffic. It’s still a key channel for brand building.

But it’s not where the highest-intent, ready-to-buy customers are going first.

Those customers? They’re asking AI.

Because AI answers:

• Cut out the noise

• Save time

• Compare products instantly

• Give recommendations in context

Where the Future Is Headed (Spoiler: It’s AI)

I don’t see the future of search being dominated by Google.

I see the future being AI-driven recommendations, where buyers trust tools like ChatGPT, Gemini, and Perplexity to shortlist products and services.

Your brand’s job? Make sure you appear in those recommendations.

Practical Tips: How to Optimise for AI

So how do you get picked by AI?

AI doesn’t “rank” sites the way Google does. It recommends answers. That means you need to make your content AI-friendly — easy for AI to read, summarise, and trust.

Here’s how:

1️⃣ Create Content That Sounds Like an Answer

AI loves content that directly answers questions people are asking.

• Write content for decision moments — “Best CRM for small teams,” “Top budget laptops for startups,” “Best marketing agencies in Northern Ireland.”

• Use clear, structured language — bullet points, pros/cons, summaries.

• Include clear conclusions. Don’t just “explain.” Recommend.

2️⃣ Optimise for Entity Recognition

AI models pull from trusted entities. If your brand is mentioned consistently across platforms (LinkedIn, industry blogs, product reviews, YouTube), AI will have more confidence in recommending you.

• Keep your product and brand descriptions consistent everywhere.

• Ensure reviews are visible and recent.

• Claim and optimise profiles in relevant directories.

3️⃣ Use Structured Data (Schema)

AI scrapes structured data easily.

• Add schema markup to your site (FAQs, product specs, reviews, pricing).

• Use clear headings and summary boxes on pages.

• Think “AI skimmable” — make it easy for a machine to lift and summarise.

4️⃣ Focus on High-Intent Queries

People asking AI are often closer to buying than people searching Google.

• Identify decision-stage questions in your market.

• Create buyer guides, comparison charts, or “best for…” lists.

• Format them so AI can extract them easily.

5️⃣ Keep It Human

This might sound ironic, but the best AI-friendly content is still human-first.

If your content feels robotic, AI will still read it — but humans won’t connect. And connection builds trust, which builds sales.

• Write like a person.

• Use humour, personality, and plain English.

• Remember: AI might recommend you, but a human still has to click “Buy.”

What This Means for SMEs

If you’re still chasing top rankings on Google while ignoring AI visibility, you’re playing yesterday’s game.

The AI traffic gold rush is happening now. It’s under-priced. It’s underutilised. And the brands who adapt quickly will get the biggest share of buyer-ready attention.

The days of people starting every search on Google? Almost numbered. The future is AI deciding what’s worth seeing — and you need to make sure your brand is part of that decision set.

Final Thought

The fundamentals haven’t changed. You still need:

• Trust

• Credibility

• A human voice

• A clear value proposition

What’s changed is where those things need to show up.

Your next customer might never see your Google ranking. They might never see your ads.

They might just ask ChatGPT a question… and if your brand is in that answer, you’ll get the sale.

That’s the opportunity.

For further information, contact www.reasonwhy.co.uk