Is your website ready for AI?
Artificial Intelligence is no longer a futuristic concept, it's here, and it's reshaping how people search, engage, and buy online. If this is the first time you’re encountering this idea or already wondering whether your website is ready for this new era, you're in the right place!
AI Is the Natural Evolution of Search
AI didn't come out of nowhere, it's a direct evolution of search engine technology. From the beginning, the goal of search was to help people find information faster and more easily. Now, with tools like ChatGPT and other AI assistants, users are bypassing traditional search methods altogether. Why? Because AI reduces overwhelm. It can filter through the noise and deliver easy answers, instantly.
If you're still relying on outdated SEO tactics or assuming Google is the only gatekeeper, it's time to rethink your digital strategy.
Your Website Still Matters - Maybe More Than Ever
There’s a temptation to assume that AI makes websites less relevant, but that couldn’t be further from the truth. In fact, your website is still the central hub of your brand online. What’s changing is how people get to it and what they expect when they arrive.
In an age of technofeudalism (yes, alas, that’s a thing! It’s where a handful of major platforms dominate access to information 🙄), owning your content, controlling your message, and building direct relationships with customers is more important than ever.
Multichannel Marketing Still Rules
The platforms and algorithms may shift, but your message, offer, and audience don't. Being present across multiple channels, consistently and clearly, is still essential. It’s not quite a scatter gun strategy or as the popular film says, "everything, everywhere all at once”, so instead of stretching yourself thin, focus on making sure your content speaks directly to your ideal customers wherever they find you.
What SEO Still Works?
Even in an AI-first world, some foundational SEO practices remain powerful:
Local SEO: Optimise your Google Business Profile, collect reviews, and show up in Maps.
Clear Page Titles & Headings: These still help users and search engines understand your content.
Mobile Friendly & Fast Sites: Google still rewards user friendly performance.
Easy to Find Contact Info: Help users get in touch without friction.
High Quality, Relevant Content: Build trust and engagement with content that genuinely helps your audience.
What's Changing in SEO?
The shift is already happening, and honestly, it’s pretty big:
Voice and Conversational Search is growing, driven by smart assistants and AI tools.
Search Generative Experience (SGE) means AI summaries now appear above organic search results and yes, even above paid ads in some cases.
AI Generated Content Is Penalised if it's low quality or unoriginal. AI tools can assist, but human insight is still essential.
Bing OpenAI Search: Bing’s integration with ChatGPT means you need to start caring about Bing Webmaster Tools, too.
Data Privacy & Cookieless Browsing: Retargeting strategies are becoming harder and less effective. The days of tracking users across the web with ease are coming to an end.
So, What Should You Do?
While all of this might seem overwhelming, it actually simplifies things, if you’re clear on your brand and offer.
Here’s what to focus on:
Be crystal clear about what you do, what you sell, and who it’s for.
Design your website for real people, not search engines - the kind of people you want to work with and sell to.
Create content that's deeply relevant to your ideal customer and your offer.
Ensure visibility across multiple platforms, not just Google.
Stop obsessing over keyword research. Focus instead on messaging and meaningful content that communicates your value.
Your Website's Role Has Evolved
In the past, ranking #1 in search meant clicks and clicks meant cookies. You could then follow people around the web with ads. That model is fading, and honestly, it wasn’t always the most helpful.
Today, your website’s role is clearer:
Communicate your brand and offer.
Share your expertise and perspective.
Use content and marketing channels to get in front of your audience.
Bring the right people to your site and convert them with clarity and trust.
So After All That
AI may be changing the rules, but the fundamentals remain: clarity, trust, relevance, and connection. Make sure your website reflects not just the latest trends, but the core of what your business stands for. Because in a noisy, algorithm-driven world, clarity is your competitive advantage.