Search is shifting fast.
Traditional SEO and SEM are losing ground as users turn to AI tools like ChatGPT, Claude, and Copilot for answers. In the first episode of Raising The Bar, Mel Strutt and Mon Cook tackle how generative AI is reshaping online visibility and what that means for Aussie business owners who rely on search to drive leads.
Mel, founder of 3BY2, and Mon from the sales frontline break down the tension many SMEs feel. Search is still critical, but the rules are changing. They dive into how AI is surfacing content, why your Google My Business page might be more valuable than your homepage, and how specialisation, not broadness, is what gets you found.
Takeaways:
- AI is reshaping search behavior. Traditional SEO tricks won’t cut it anymore.
- GEO (Generative Engine Optimisation) isn’t a standard yet, but it’s coming.
- Businesses must focus on real specialisation. Jack-of-all-trades positioning won’t scale in AI search.
- Google My Business and reviews still matter, especially when they match high-intent, specific searches.
- Long-form, intent-driven queries are what large language models prioritise. Structure your content around that.
- A website still matters. It’s your owned content source, and AI tools pull from what you control.
- Don’t panic, but do plan. AI search referrals are growing, and early adopters are already seeing results.
- Own your platform. Relying solely on Meta or aggregators is risky. Control your digital footprint.
- Check your own rankings in AI tools. That’s your new real-world search audit.
