The way people search for information online is changing, and you’ve probably noticed it in your own habits.
Google is still a major part of how we search, but it’s no longer the only place we turn when we have a question. Someone might start with Google, check Reddit or social media for firsthand experiences, watch a YouTube video, or ask ChatGPT for recommendations. Even on Google itself, AI-generated summaries are increasingly answering questions directly within search results.
For businesses, this means getting found online is no longer just about ranking well for a handful of keywords. Your content may be discovered, summarized, or referenced across several different platforms.
That’s a meaningful shift, but it doesn’t mean everything we know about building a strong website has changed.
People Are Searching Differently
For years, the typical search journey was fairly predictable: someone typed a question into Google, scanned the results, and clicked on a website to find the answer. Today, that journey has a lot more variations.
According to Pew Research Center, 60% of U.S. adults say they have encountered AI-generated summaries in Google search results. Pew also found that when an AI summary appeared, users clicked a traditional search result in 8% of visits, compared with 15% when there was no AI summary.
In other words, showing up in search and earning a website visit are no longer always the same thing.
That makes the quality of the information your business puts online even more important.
Your Website Has to Be Worth Finding
Whether someone discovers your business through Google, an AI tool, social media, or a referral, your website is still where you have the most control over what they learn about you.
Think about the questions customers ask before deciding to work with you. What does the service include? Who is it for? What does the process look like? How much does it cost? What makes one option different from another?
Your website should help answer those questions.
Google continues to recommend helpful, original, people-first content for both traditional and AI-powered search experiences. So while the technology is changing, the foundation is familiar: create information that answers real questions and gives people something more useful than a generic overview they could find anywhere.
Make Your Content Easy to Understand
Useful information can still fall short if people have to dig for it.
Clear headings, straightforward language, FAQs, and internal links make it easier for visitors to find what they need. They also help search engines understand what a page covers and how it relates to other content on your website.
Think about your website as a connected resource rather than a collection of individual pages. An article might answer someone’s initial question and lead them to a relevant service page. A case study can show that service in action. From there, a clear next step gives them a way to get in touch.
What Can You Do Now?
You don’t need to rebuild your website around AI. Start by looking at the content you already have.
Review your most important service pages from a potential customer’s perspective. Do they clearly explain what you offer, who it’s for, and what someone should expect?
Talk to the people on your team who interact with customers every day. The questions they hear repeatedly can become FAQs, articles, videos, or additions to existing pages.
Look at how your content connects, too. If an article gets consistent traffic, does it point readers toward a relevant service or another helpful resource?
And when you create new content, look for opportunities to add something specific to your business. Real examples, case studies, original data, expert perspectives, and lessons from your team’s experience are much more valuable than another generic summary of a topic.
The goal isn’t necessarily to create more content. It’s to make what you create more useful.
The Fundamentals Still Matter
Search will continue to evolve, and there will always be new platforms, features, and tactics to consider. But chasing every change isn’t a sustainable strategy.
Focus on what your audience is looking for. Answer their questions clearly. Make information easy to find. Connect related resources. And give people something meaningful when they visit your site.
The way someone finds your business may keep changing. What they need from you once they find it hasn’t changed nearly as much.
At McLeod, we look at your website, SEO, and content as connected parts of your broader marketing strategy. As search evolves, the focus is on helping the right people find your business, understand what you offer, and feel confident taking the next step.
Not sure if your website is keeping up with the way people search today? Contact our team to start the conversation.
