Why businesses can no longer ignore AI search

How AI is impacting online search behaviour in 2026

It’s changing how people search

Now, it’s common for users to not head straight to Google – or any other search engine for that matter – to begin an online search.

Instead, they might opt for a chatbot (or LLM – Large Language Model), like ChatGPT, Claude, Gemini, or even Google’s AI Mode.

This demonstrates a shift in behaviour, with those searchers preferring summaries of dense information and conversational responses to their queries rather than clicking through to different websites where they must sift through content to find information relevant to their query.

If users are changing how they search, then business owners must respond accordingly.

It’s changing whether enquiries convert

Did you know Leadoo research suggests chatbots can boost website conversion rates on average by 10-100% – depending on the industry a business operates in?

Used effectively, AI-powered chatbots can significantly improve engagement and conversion rates for businesses selling products and/or services.

For businesses with websites, this means you’re not only less likely to be seen if you ignore AI SEO, but you could miss out on critical conversions, too.

It’s changing what users see

What’s the first thing you see when you search almost any question on Google? That’s right, an AI Overview. According to BrightEdge data, 48% of all tracked queries trigger AI Overviews.

While this might seem convenient for the user, the impact on businesses is decreased traffic to their website and reduced visibility because Google prioritises AI-generated summaries above organic listings, pushing these websites further down the search engine results page.

Rather than rage against the machine, one solution to keeping your website discoverable is for it to be mentioned in AI Overviews – something that can be achieved by demonstrating topical authority, factual accuracy, expertise, experience, and trustworthiness.

Or, to put it another way, just good SEO adapted slightly for AI-driven search and evolving user behaviour.

Here's why your business should be thinking about it

While staying up to date with the rapid changes shaping search can be a struggle, it’s never been clearer that a change in approach is required if businesses want to maintain performance.

Instead of aiming to improve rankings for selected business-critical keywords, the challenge is ranking where you want your brand to appear – whether that’s within AI Overviews or conversational answers from chatbots.

Fortunately, this doesn’t mean starting from scratch, but it does require a slight shift from traditional SEO strategies to a more considered approach.

Essentially, this means creating content that’s authoritative and trustworthy, and therefore more likely to be referenced in the answers that AI generates.

Instead of ensuring every target keyword is included in a piece of content, focus on the content’s structure, clarity, expertise, and brand authority – and consider where your company can best add value to what’s already out there.

That’s why the concept of AI SEO is gaining traction.

Remember, it’s not about replacing SEO (far from it!), just evolving the way you do it.

Jonathan Guy, Founder and Managing Director, Aqueous Digital said:

“It can feel impossible to escape the deafening noise surrounding AI-assisted search, and how it’s apparently looming large ready to kill off SEO.

“Don’t be misled. Even Google has recently reinforced the view that GEO, AEO, and SEO aren’t separate disciplines. Instead, the same core principles apply across both traditional and AI-drive search experiences.

“Our advice? Ignore the screeching, focus on the fundamentals, and let good SEO do the talking.”

How Aqueous Digital's services can help

By leveraging analytics tools, expert insight, and years of invaluable experience in SEO, our Frodsham-based digital marketing agency helps businesses better understand how evolving search tools and behaviour affects their online performance.

We then break this down into practical steps they can take to improve online visibility, engagement, and conversions.