AI Search has changed the parameters for both consumers and businesses in the one marketplace where nearly all business is transacted. Traditional reliance on websites and SEO is waning and business owners need to ensure they do not slip through the cracks as end users move from search and click to ask and decide. This may be a sea change that has overturned what we knew and how we behaved in terms of online search but the good news is there are a number of things that can be done to make sure your business does not slip away.

What is AI Search and how is it different to normal search?

Usually to find a service, a product or any of the many other things we look for online we would type what we are looking for in the search bar and a list of website links would be presented. We would then peruse, scroll, ponder, and choose. AI Search turns that on its head and any question can be typed and answers provided in seconds. What is key here is that AI is making the choice of what to provide in answers based on a sweep looking for trust indicators, relevance, and credibility.

“Tools like ChatGPT, Google’s AI Overviews, and Perplexity read the question, synthesise information from across the web, and give a direct answer. No list of links. No scrolling. Often, no click required at all. This matters for your trades business because more than 58% of Google searches are now “zero-click searches” — meaning the user gets their answer without visiting any website. That number is growing, not shrinking. And it’s not just Google. ChatGPT handles over one billion queries per month. Younger homeowners between 25 and 45 are increasingly turning to AI tools first when they need a tradie. They’re not asking for a list of websites. They’re asking for a name they can trust.” (Source: “How AI Search Impacts Trades Businesses” by Calum Maxwell, March 10, www.optimiseonline.com.au).

This means if your business is not positioned and aligned to come up on AI Search, then you will be relying on the usual search mode that is becoming less relevant. Your website alone is no longer enough – but the good news is, its content can be modified to ensure it meets the requirements for AI Search.

How do I ensure my business is an AI Search option?

“Google pulls from three main sources: your Google Business Profile, your website content, and your reviews.

Your Google Business Profile needs to be verified, fully filled out, and active. Businesses that post regularly and have recent reviews are more likely to surface in AI answers for local searches. An incomplete or unverified GBP won’t appear at all.

Your website content needs to answer the actual questions people are typing in. Not generic copy, but direct answers: “We cover Auckland, Hamilton, and surrounding areas.” “Emergency call-outs available seven days a week.” “A standard hot water cylinder replacement takes three to four hours.” Google reads this content and uses it to build answers.

Your reviews act as a trust signal. AI search pulls heavily from what customers have said. A business with 50 reviews averaging 4.8 will appear in far more AI answers than a business with 8 reviews and no recent activity.” (Source: “How AI search is changing how people find tradies in NZ,” by Rhys Jordan, May 23, www.jellydigital.nz).

Reviews are essential

Verified reviews have always been the gold standard of trust and reliance online but now they are even more vital for business owners. With AI Search, creating a review portfolio if you haven’t already is essential. If you have reviews but they are old – then they are not working for you. You need to maintain recent reviews and create a regular means of acquiring them. Google reviews are not enough either – verified third part reviews (for trades in New Zealand – that means NoCowboys) provide credible, dependable proof of trust – a valuable part of AI Search’s requirements.