Search is changing – and it is changing quickly.

For years, businesses have concentrated on getting their website onto the first page of Google. That is still important. However, there is now another consideration: AI-powered search. Google is increasingly using AI-generated answers within its search experience, while platforms such as ChatGPT are also being used by people to research businesses, services and products.

For Doncaster businesses, this raises an important question: how do you make sure your business is visible in this new way of searching?

At jask Media, this is something we are paying increasingly close attention to.

What Is AI Search?

Traditional search usually involves typing something into Google and receiving a list of websites. AI search can work differently. Instead of simply presenting links, an AI system may gather information from different sources and provide a direct answer to the user's question.

For example, someone might search:

“How do I choose a reliable roofing company in Doncaster?”

Rather than only displaying roofing company websites, an AI-powered search experience may provide information about what to look for, questions to ask and factors to consider. This means businesses need to think beyond simply ranking for phrases such as roofers Doncaster. Your website needs to demonstrate that you have useful knowledge about the subject.

ChatGPT Has Changed How People Look for Information

ChatGPT is a good example of how people's behaviour is changing. Instead of carrying out several separate searches, someone can ask ChatGPT a detailed question and then continue the conversation.

They might start with:

“What should I look for when choosing a new website?”

Their next question could be:

“How much should a small business website cost?”

Followed by:

“What questions should I ask a web designer before hiring them?”

People are becoming accustomed to asking complete questions rather than typing two or three words into a search box. Consequently, the content businesses publish needs to evolve too.

Helpful Content Is Becoming Even More Important

One of the best things a business can do is answer the questions its customers genuinely ask. Think about the conversations you have every day. What do customers ask before requesting a quotation? What are they worried about? What don't they understand? What questions repeatedly come up on the telephone?

These can all become useful website content. A Doncaster skip hire company, for example, could answer questions about what can go into a skip, what size is required and whether a permit is needed. A local accountant could explain VAT, expenses, payroll or Making Tax Digital.

A fitted furniture company could answer questions about storage, materials, installation and design. Each useful article gives search engines and AI systems more context about what the business knows and what it does.

Don't Write for Robots – Write for Customers

There is a slight irony to AI search. As artificial intelligence becomes more involved in finding and presenting information, businesses arguably need to make their content more human, not less. Simply repeating a target keyword throughout a page isn't particularly useful.

Instead, content should demonstrate genuine experience and answer questions clearly. This could include practical advice, FAQs, project examples, photographs, explanations of processes and information based on real customer enquiries. Your website should become a useful resource about your area of expertise.

Local Relevance Still Matters

For businesses serving Doncaster, local relevance remains extremely important. Your website should make it clear where you are based, which areas you cover and what services you provide. Your Google Business Profile, customer reviews, local business listings and links from reputable local organisations can also help establish your business online.

Membership of organisations such as Doncaster Chamber is a good example of building a genuine local digital footprint. It isn't about trying to trick an algorithm. It is about providing consistent evidence of who you are, what you do and where you operate.

Should Businesses Start Publishing More Articles?

Not simply for the sake of having more pages. Ten poorly written articles that say essentially the same thing are unlikely to provide the same value as a collection of genuinely useful resources. A better approach is to build a library of information around your services.

Start with the questions customers are already asking. Then consider the questions they should be asking.

Over time, your website begins to cover your subject in much greater depth. This can support traditional SEO while also making your website a potentially more useful source of information as AI-powered search develops.

Is Traditional SEO Dead?

Definitely not. The fundamentals of having a technically sound website, clear structure, relevant content, good user experience and genuine authority remain important.

What is changing is how that information can be discovered and presented. Businesses therefore shouldn't abandon SEO for something called "AI optimisation". Instead, think of AI search as another reason to improve the quality, depth and usefulness of your website.

Is Your Business Ready for AI Search? How Doncaster Businesses Can Get Found in Google’s AI Results

Nobody can guarantee that a particular business will appear in an AI-generated response. However, businesses can put themselves in a much stronger position by publishing accurate, useful and relevant information.

At jask Media, we help Doncaster businesses improve their online presence through website design, SEO, content, social media and digital marketing. More importantly, we believe businesses should understand why they are doing something rather than simply being told they need it. Search will continue to evolve. Google will change. AI will change. The way customers find businesses will change too.

But one principle is unlikely to disappear:

Be genuinely useful to the people searching for the services you provide. That has always been good marketing – AI search simply makes it even more important.

Is Your Business Ready for AI Search? How Doncaster Businesses Can Get Found in Google’s AI Results

If you would like to understand how your current website is performing and where it could be improved for modern search, visit jask Media or get in touch with our Doncaster team for a straightforward conversation about your online presence.