Before you keep on reading, we want you to stop for a second and think.
Have your searching online habits changed? Where do you go first when you are looking for information?
Search is changing. Here are a few practical things every small business should know.
Remember when finding a business online was simple? You typed a few words into Google, clicked on a website, and hopefully found what you needed.
With AI-powered search experiences and tools such as ChatGPT, Google Gemini and Perplexity, people can now ask detailed questions and receive answers, comparisons and recommendations.
Instead of searching for “hotels in Crete,” someone might ask:
“Find me a quiet beachfront hotel in Crete, suitable for couples, with good reviews and easy access to local restaurants.”
That’s a much more specific request. And it creates both opportunities but also great challenges for businesses.
What’s changing?
Google continues to develop its AI search capabilities and partnerships with content providers. Meanwhile, other AI-powered tools are becoming additional ways for people to discover products, services and businesses.
Traditional search engine optimisation (SEO) remains important, but businesses also need to think about how clearly their information can be understood, retrieved and referenced by AI systems.
The good news? You don’t necessarily need a bigger marketing budget. You need better, clearer and more useful information.
7 practical tips to help your business stay visible
1. Describe what you actually do.
Don’t assume visitors already understand your services. Explain what you offer, who it’s for and where you operate.
Instead of simply writing “Quality accommodation,” explain what makes your property stand out.
2. Answer your customers’ questions.
Think about what people ask before purchasing or booking.
How much does it cost? Who is the service for? What’s included? How does it work?
Create useful FAQ sections, service pages or short blog posts that answer those questions.
3. Keep your Google Business Profile updated.
Check your contact details, opening hours, categories, photographs and services. Make sure customers can easily identify and contact your business.
4. Make your website easy to navigate.
A beautiful website is nice. A useful website is better.
Use descriptive headings, organised pages, readable text and clear calls to action. Ensure it works well on mobile devices.
5. Build credibility.
Encourage genuine customer reviews, publish accurate business information and demonstrate your experience.
Consistent information across your website and relevant online profiles helps customers recognise and trust your business.
6. Don’t abandon traditional SEO.
AI search isn’t replacing every traditional search experience. Technical website health, relevant content, accessibility, internal links and local SEO still matter.
You don’t need to choose between SEO and AI visibility. Work on both.
7. Test how AI tools describe your business.
Try asking different AI tools questions such as:
- “What services does [Business Name] offer?”
- “What are some businesses offering [Service] in [Location]?”
- “What makes [Business Name] different?”
- “Where can I find [Product or Service] near [Location]?”
Check whether the information is accurate and whether your business appears in relevant answers.
Remember, AI results can vary, contain mistakes or omit businesses entirely. These tests are useful observations, not guaranteed measures of visibility.
A little experiment for today
Open your favourite AI assistant and ask it to recommend businesses in your industry and location.
Does your business appear? Are your competitors mentioned? Is the information accurate?
If you’re missing, don’t panic. It’s an opportunity to review and improve your online presence.
The bottom line
Technology will keep changing. Search habits will evolve. New tools will appear.
But one thing remains remarkably consistent: customers want useful, trustworthy information that helps them make decisions.
Make sure your business provides it.
At Netwist, we help businesses improve their digital presence, websites and online communication through practical, affordable solutions.
Let’s find out what’s working, what’s missing and what can be improved.
