Published in the Geelong Advertiser 27 May 2026…
The digital marketing landscape keeps changing, but the fundamentals haven’t. Small and medium businesses still need to show up where customers are searching. The difference today is where and how people search.
Years ago, it was the Yellow Pages. Then Google changed everything. Today, AI tools like ChatGPT, Gemini and Perplexity are starting to influence how people discover businesses online. But let’s be clear, Google is still king. Most customer journeys still begin with a Google search.
The businesses winning online are not necessarily the biggest. They are the ones showing up consistently when and where people are looking.
A simple exercise every business owner should do is search Google for what they do and where they do it. For example, “plumber Geelong” or “accountant Torquay”. If your business is not appearing on page one, you are effectively invisible to many potential customers. Harsh, but true. If you want to hide a dead body, put it on page 2 of Google.
Before worrying about AI search, you first need to get your Search Engine Optimisation (SEO) right. AI platforms pull information from trusted online sources, and Google remains one of the biggest trust signals on the internet. If your website is weak, outdated or hard to find on Google, AI search will not magically fix that.
Start with the basics.
Make sure your website clearly explains what you do, where you do it and who you help. Every service page should include relevant information for your local area. Avoid vague marketing jargon and write in plain English.
Your website should also include frequently asked questions on key service or product pages. FAQs help customers, but they also help search engines and AI tools better understand your business and expertise.
Another important step is adding schema data to your website. This is technical information in the background of your site that helps Google and AI systems understand your content. Most business owners will not do this themselves, so speak to your web developer about implementing schema properly across the site.
Your Google Business Profile is also critical. Many businesses claim the profile and never fully complete it. Add services, products, photos, business descriptions, opening hours and regular updates. Keep everything accurate and current.
At the same time, create a Bing Places for Business profile. While Google dominates, Microsoft’s search technology powers many AI tools and business directories. It is free and worth doing.
Reviews are another major factor. Google Reviews especially influence visibility, trust and customer decisions. Businesses should consistently ask happy customers for reviews and respond professionally to every review they receive.
The technology will continue to evolve. AI search will grow rapidly over the next few years. But the core principle remains unchanged. Businesses that clearly communicate what they do, where they do it and build trust online will continue to win.
The medium changes. The strategy does not.
