From AI to voice searches, how we search is changing.

Some businesses are experimenting with AI tools to generate content, others are investing in chatbots or predictive analytics, and many are just curious about what it all means for them.

Consumers are still searching, researching, and comparing brands and businesses. They still want brands they can trust, products or services that solve their problems, and content that helps them make better decisions. Search engines (AI-powered or not) are still prioritising relevance, quality, and clarity. And don’t forget about the preconceived perception that we may already have about a brand that sub-consciously sways our decisions.

Here’s the thing: while AI is changing how information is produced and consumed, the fundamentals of brand strategy haven’t shifted.

So, what should you focus on?

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BRAND

Your brand still needs to stand for something

In a crowded, noisy marketplace, clarity and authenticity is your competitive edge.

Brand Purpose: Define why you exist beyond making money. Are you here to simplify a process, challenge the norm, or deliver peace of mind? That “why” is what customers buy into emotionally.

Narrative and visual execution: Be clear and consistent. This means your tone of voice, photography, typography, and even the way you respond to customer inquiries.

Be memorable: The strongest brands aren’t just seen — they’re remembered. Keep it simple and relevant and tell a story

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WEBSITE

Your website is still key and usually the first point of contact and where consumer create a first impression. Think of your website as the hub of your digital brand and the window to your business.

Check your website speed – nothing worse than a slow, clunky website

Relevance: understand your clients’ needs and answer the questions they are asking, not just the ones you want to answer.

FAQs can be powerful pages on your site, especially if they respond to commonly asked  question. Search engines may direct traffic to your site when searching.

Mobile responsive: Over 60% of web traffic now comes from mobile. If your site isn’t mobile-friendly, you’re losing business.

Engaging user experience: Use scannable headings, short paragraphs, visuals and bullet points to make content easy to digest. Less is more.

Trust – provide the evidence of what you claim: case studies, testimonials,  transparent pricing (where possible) all build credibility.

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CONTENT

AI might change how search engines work behind the scenes, but at the front end, the rules remain the same: people are searching for solutions.

Are you creating content that genuinely answers customer questions? Or are you just talking about yourself? Provide value

Presence: Are you showing up consistently across the channels that matter (e.g. Google, LinkedIn, YouTube, industry forums)? Presence isn’t about being everywhere, it’s about being where your audience is looking.

Understanding your markets search behaviour: Tools can help but so can listening to your customers. What words do they use when describing their problem? What phrases come up in sales conversations? That’s your SEO gold  – so listen.

It’s not about tricking algorithms. It’s about aligning with what people are actually searching for.

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VOICE SEARCH IS CHANGING THE GAME

With voice assistants like Siri, Alexa, and Google becoming everyday tools, search queries are getting longer and more conversational. This changes how you should think about your content.

Language: Write the way people speak. For example, instead of ‘we provide optimal financial solutions’ change this to  ‘we can help you manage your money better’

Search phrases: People don’t say  ‘Italian restaurant Melbourne’  when searching,  they say  where’s the best Italian restaurant near me that’s open now?’ Make sure your content captures these natural phrases and conversational language.

Local SEO: If your business is location-based, optimise for ‘near me’ searches. Keep your Google Business profile updated, encourage reviews, and use geographic keywords.

Brands that adapt to voice search will have an advantage because they’ll be found in the exact way people are asking questions.

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BRAND FUNDAMENTALS

AI is exciting, but it’s not a shortcut. At best, it’s a tool that can amplify what you’re already doing well. But if your brand lacks clarity, if your website is confusing, or if your content doesn’t answer real customer’s needs, AI won’t fix it.

Get the fundamentals right, and you’ll not only survive the shifts in technology — you’ll thrive.