You’ve finally got your website up and running, your keywords in place, and your local SEO strategy ticking along nicely. However, now that AI is here, it’s changing how people search. So what happens to all the work you’ve already done?
Don’t panic. SEO isn’t dead. It’s just evolving fast. And in this blog, we’re breaking down exactly what that means for your business.
The Rise of AI in Search
AI is transforming the way people interact with search engines. From Google’s Search Generative Experience (SGE) to ChatGPT, Bing Copilot and voice assistants, the way people ask questions online and how they receive answers has changed dramatically.
Where people once scrolled through a list of blue links, they’re now getting summarised answers, suggestions, and conversational responses, often without even clicking through to your site.
So how do you still get seen? You build content that AI trusts, understands and wants to feature.
What’s Actually Changing in SEO?
Let’s be clear: the fundamentals of SEO still matter: great content, fast websites, and clever keyword use. But here’s what’s different:
- Search intent has gone conversational. People are typing full questions, not just keywords.
- AI summarises content. Your website should be the primary source of those summaries.
- Google favours structure and clarity. Your content must be well-formatted and easy for AI to parse and understand.
- E-E-A-T is more critical than ever. (Experience, Expertise, Authoritativeness, Trustworthiness.)
What Does That Mean for Local Businesses?
For local businesses in places like Staines, Richmond, Twickenham and beyond, the stakes are higher than ever. Your customers aren’t just searching for “florist” or “accountant” they’re searching for:
- “best-rated hairdresser near me with late appointments”
- “independent coffee shop in Richmond with oat milk”
Your website and listings must reflect these nuances. That’s where local SEO and AI-aware content come together.
How to Optimise for AI-Driven Search: Our 7 Smart Tips
1. Write for People, Not Just Bots
Your content needs to sound natural, answer real questions, and reflect your expertise. Share your experience, your process, and why your business is different.
2. Answer Specific Questions
Create blog posts and FAQs that tackle real queries your customers are searching for. Think:
- “What should I look for in a new accountant?”
- “How often should I service my boiler?”
- “Is balayage suitable for grey hair?”
3. Use Schema Markup
Help AI understand your site by using structured data, such as FAQ, LocalBusiness, HowTo, and Review schema. It increases your chance of appearing in AI-generated answers.
4. Keep Your Content Clear and Structured
Use headings (H1S, H2S), short paragraphs, bullet points, and bold key takeaways. This isn’t just good for readers AI tools love it.
5. Build Topical Authority
Don’t just write one blog about a topic. Build a content cluster that explores different angles. For example:
- Local SEO guide
- Local SEO checklist
- Local SEO FAQs
- Local SEO myths
Link these pages together and update them regularly.
6. Optimise Your Google Business Profile
It’s still one of the strongest local SEO signals. Ensure your information is accurate, reviews are current, and photos are up to date. This feeds directly into AI-driven map results.
7. Track & Adapt
AI is evolving fast. Keep an eye on your analytics and be prepared to adjust content, test new formats, and respond to shifts in how your customers are discovering you.
Real-World Example: What We’re Doing at The Bright Click
One of our local clients in the trades sector was struggling to rank for highly competitive service keywords. We restructured their service pages using clear headings, added a detailed FAQ section with question-based titles, and built out a series of supporting blogs.
Within 6 weeks, their visibility on AI-influenced search results had increased by over 30%. More importantly? Their phone started ringing.
The Risk of Doing Nothing
We’re not saying you need to overhaul everything today. However, if you ignore the impact of AI on SEO, you will fall behind.
AI is choosing which content to feature. If your website isn’t trustworthy, structured, or relevant, it won’t make the cut.
What You Can Do Right Now
- Update your service pages to be more conversational
- Create or expand an FAQ page
- Check your Google Business Profile details
- Ask for fresh Google reviews
- Write one helpful blog answering a specific client question
Or better yet? Let us help.
We work with small and medium-sized businesses across Staines, Twickenham, Kingston, Windsor, and beyond to ensure they stay visible even in a fast-changing digital world.
Final Thought
SEO isn’t dead. But the old way of doing it is.
The good news? If your content is explicit, helpful and relevant, and your business is genuinely great at what it does, AI search will work in your favour.
You don’t need to game the system. You just need to show up, stay active, and stay smart.
And we’re here to help you do exactly that.