Why AI search matters for Aussie business owners

Artificial Intelligence (AI) powered tools are changing how people find answers online. Instead of typing into search engines and sifting through the results, customers are seeking out direct, AI-generated answers more and more.

For Aussie business owners using a .au domain name for their website, or those planning to register a .au, AI search provides a new opportunity to promote your business. With some simple updates, you can improve your website’s chances of being featured in AI search results, helping customers find your business online.

AI search combines traditional search with conversational AI. AI tools summarise answers using websites it considers trustworthy sources. If your content is informative and trustworthy, it could be cited directly in AI responses, potentially including the name of your business or a link to your website content.

Traditional Search Engine Optimisation (SEO) focuses on connecting internet users with information based on keywords and phrases. In the case of AI search, keywords are still important but users tend to ask full questions, which sets it apart from traditional search engines.

With the steps set out below, you can start improving your site authority: how your website shows up in AI search results and how often it’s used as a source. The better your site authority, the more likely it is to appear at the top of search results and be included as a source in an AI-generated answer to a question.

The written content on your website is crucial – AI tools read information on websites to generate answers.

Traditional SEO focuses on exact-match keywords but now, internet users tend to interact with AI search by asking full questions or direct commands.

Consider the most common questions your customers or potential customers might ask, then write content to match their search intent (you can read more about search intent in our previous SEO blog). Structuring this content clearly with headings that address these common questions is a good starting place. Examples of how you can structure your headings include:

• “What questions should I ask before hiring a [service]?”
• “What do people say about [Business Name]?”
• "How to create a small business marketing plan."

AI search prefers detailed content. If you’re answering a question, don’t give a brief sentence - cover relevant points and provide a thorough explanation that will be helpful to readers.

For example, writing a guide like “How to optimise a business website for Google search” with examples and practical steps will outperform a page that lists generic tips.

Structure your written content with headings that set out the process such as:

• “How to use AI for SEO”
• “AI for SEO: What to Ask”

These help users and AI bots find the value in your page.

Update your blog posts and service pages regularly. AI tools (and traditional search engines) favour recent, accurate content, especially for fast-changing topics such as technology. If you have an old blog post from 2021, consider refreshing it with 2025 tips.

If it’s new to you, creating content for your website can seem daunting. However, there’s no need to do everything manually. You can use AI tools for a range of business purposes, for example to:

• Suggest keywords related to your business or write webpage outlines
• Optimise your website content to appear in AI search results
• Generate new content for product descriptions, blogs or FAQ sections
• Ask questions to learn how your business is showing up in search or how your industry is optimising related websites and track search rankings.

Example prompts could include:

• “Generate long-tail keywords for a dog grooming business in Sydney”
• “Write a meta description for my bakery’s homepage”
• “What are the top content marketing ideas for a small coffee shop?”

You can use AI to create new content or refine and optimise existing content. This can help you build content that’s relevant for potential customers and AI.

Having a technically sound website is important for AI and traditional search. It ensures it can be read by AI bots and tools.

AI tools won’t feature your website if it’s slow or broken. Use tools such as Google PageSpeed Insights to check performance. Your website should:

• Load quickly
• Work well on mobile phones
• Use HTTPS (secure connection).

These features not only ensure AI can read (and therefore promote) your content, they are also favoured by internet users.

Structured data is a specific way of developing your website code to help search engines understand your content. It provides information about a webpage in a standardised format, which tells search engines the exact meaning of a page. For example, using a Frequently Asked Questions (FAQ) page for common customer questions can help your content show up directly in AI responses.

Don’t worry if this sounds quite technical, many website builders, content management systems (CMS) and plugins make it easy to add structured data to your webpages. If you’re working with a web developer for your website, they can also support you in setting up Structured Data.

Using a .au domain name can help you target Australian users more effectively. Search engines often rank local domain names higher for local searches such as:

• “plumber near me”
• “best accountant in Brisbane”

To make the most of your .au:

• Set up your Google Business Profile
• Include your location on your website
• Add local keywords and schema to your website (such as “LocalBusiness” markup).

This combination increases your chances of showing up in both traditional and AI-generated search results for local users.

People are using AI search to find what they need. If your website is helpful, up-to-date and answers common questions clearly, you’re on the right track to appear in AI-generated search results and develop site authority for your website.

It’s never been easier – or more important – for small businesses to have a credible, informative online presence. Start small, stay helpful and let the search engines (human and AI alike) bring customers to your digital doorstep.