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AI Search Marketing: What Every Business Needs to Know

Posted by Maria Anderson

What is AI Search and Why Are People Using It?

AI search is the use of artificial intelligence tools, like ChatGPT, Google Gemini, or Perplexity, to find answers, recommendations, and advice. Instead of just showing a list of websites, AI tools summarise and interpret information for users in a conversational way. For example:

  • Google: Best property lawyer near me → shows a list of law firms with reviews.
  • ChatGPT: Best property lawyer near me → gives a curated summary of the top three lawyers, their specialties, and why they might be the best fit.

People are turning to AI search because it’s faster, more personalised, and often gives them a complete answer without having to click through multiple pages. They can also ask follow-up questions, like “How do I get started with the conveyancing process?”—something traditional search can’t do as seamlessly.

How is AI Search Marketing Changing SEO and Marketing?

Short answer: it’s now a vital channel in your marketing mix—and, yes, it’s made things even more complex. AI search won't replace marketing—it enhances it. Brands still need to build awareness and trust before a need arises.

As Maria Anderson, founder of Sustainable Marketing Services, wisely says:

“That’s why we emphasise creating visibility and credibility well before someone is in the market for your service. Some companies only chase the 10% of people ready to buy now—but that’s costly and short-sighted.”

When the time comes, people pick brands they know—and AI search may now become the first place they look, bypassing traditional Google results altogether. It works alongside your brand strategy, digital marketing, Google Business management, PR, social media, and podcasts—rather than replacing them.

Because AI search results rely heavily on well-structured, optimised, and trustworthy content, marketers, web developers, and SEO specialists will play an even larger role in ensuring businesses are discoverable and credible in this new search landscape.

Google is responding too, with Search Generative Experience (SGE), AI-generated summaries embedded in search results that keep users engaged while providing direct answers.

SEO is Still Essential—AI Search Builds on It

Even in an AI-driven landscape, SEO fundamentals remain critical:

  • Strong brand story – One that stands out and resonates with your audience.
  • Optimised website – Fast, mobile-friendly, and structured for both users and AI.
  • Google Business profile – Complete, current, and engaging.
  • Quality content – Insightful, relevant, and credible—written for real people and smart AI.
  • Consistent marketing – Across advertising, social, PR, YouTube, and podcasts.
  • Strategic keywords – Focus on terms with realistic volume and lower competition.
  • Backlinks – Quality linked references remain a key ranking signal.

The Role of Schema in AI Search Marketing

AI search relies on Schema markup—structured data that helps AI (and search engines) understand your content. Collaborate with your web developer to add Schema to important pages like services and blog posts.

Generative Engine Optimisation

How to Benefit from AI Search Marketing

  1. Audit your online presence – Evaluate how you appear across AI tools and directories.
  2. Brand strategy – Be memorable, trusted, and well-positioned.
  3. Website optimisation – Prioritise usability, SEO, and Schema.
  4. Google Business – Keep it fresh with updates and reviews, and consistent business citations
  5. Content development – Craft pieces that align with user interest and AI interpretation.
  6. Build backlinks – Through PR, partnerships, and compelling content.

How We Can Help

At Sustainable Marketing Services, we’ve been helping businesses launch, grow, and protect their brands for over 17 years. Our approach is built on strategy first, execution second.

Here’s how we can help you succeed in the era of AI search marketing:

  • Full online presence auditing – Review how your brand appears across AI tools, Google Search, and key industry directories, identifying gaps and opportunities.
  • Strategic brand positioning – Build a strong, differentiated brand story that makes you the business people think of first.
  • SEO and AI search optimisation – Improve both your Google rankings and AI tool visibility with a combined technical and content-led approach.
  • Google Business profile management – Optimise descriptions, post updates, and implement a review strategy to stay at the top of local search results.
  • Targeted content creation – Develop blogs, service pages, and resources that answer real customer questions while building authority.
  • Schema implementation – Add structured data to key pages so AI tools can understand and reference your business.
  • Backlink strategy development – Earn links from high-authority, relevant websites to strengthen your visibility across both AI and traditional search.

We can also help you incorporate AI search into a fully integrated marketing plan so it works alongside your other marketing channels for maximum impact.

So Why Work with us?

We’re strategic, responsive, and focused on making marketing easier, more effective, and results-driven. You’ll work directly with a senior marketing expert who drives progress and keeps you informed with clear updates and monthly reports.

With fixed fees, a Net Promoter Score of 88, and a 5-star Google Review rating, we’re trusted by businesses across Brisbane and beyond to deliver exceptional results—every time.

Ready to future-proof your marketing with AI search?

Contact our Brisbane marketing agency today. Let’s build a strategy that works across Google, AI search, and every channel your customers use.

Call us today on 07 3446 5837 or email us here.

FAQs About AI Search

AI search uses tools like ChatGPT, Google Gemini, and Perplexity to deliver personalised, conversational answers instead of just a list of links.

It’s becoming a key way people discover brands. If your business isn’t optimised for AI search, you may be invisible in these results.

No. It’s an extra channel alongside Google, but it’s growing quickly and can influence buying decisions.

Google is introducing Search Generative Experience (SGE), blending AI-generated answers into search results.

Focus on SEO basics, answer common customer questions, use Schema markup, and earn trusted backlinks.

SEO focuses on ranking in search engines. AI search optimisation ensures your content is clear, structured, and authoritative so AI tools can use it.

Build a strong brand, optimise your website, keep your Google Business profile active, and publish expert, well-structured content.

From websites, online articles, social media, video transcripts, podcasts, and structured data like Schema markup.

About the Author

Maria Anderson is the Founder & Managing Director of Sustainable Marketing Services, a multi-award-winning Brisbane marketing agency known for integrating brand, marketing, digital, PR, and social to deliver measurable, sustainable growth.

A data-driven strategist with over 25 years’ experience, Maria is a Certified Practising Marketer (Australian Marketing Institute) with a Bachelor of Business (Marketing and Public Relations) and Diplomas in Sustainability and Financial Services. She helps businesses launch, grow, and protect their brands through results-focused, sustainable marketing strategies.