Google Isn't the Only Place Customers Are Looking Anymore
Think about the last time you needed to find a business. Maybe you searched Google. Maybe you asked someone for a recommendation. Maybe you looked through reviews or compared a few companies online.
But there's another option becoming part of that process.
You might ask ChatGPT, Google Gemini, or another AI-powered tool to help you find a business that provides exactly what you need. Instead of typing a few keywords and sorting through search results, you can describe your situation, ask questions, and request recommendations.
The way customers discover businesses is changing.
And for business owners, that raises an important question:
When someone searches for the services you provide, does your business have the online presence needed to be discovered?
Google Still Matters. But It's No Longer the Whole Story.
For years, businesses have worked to improve their visibility on Google. And for good reason. People still use Google to find nearby services, compare companies, read reviews, get directions, and visit business websites. A strong presence in traditional search results and Google Maps remains valuable, particularly for businesses serving a specific geographic area. But customer behavior isn't limited to one search engine. Someone might discover a company through Google, hear about it from a colleague, encounter it on LinkedIn, or receive a recommendation from an AI assistant. These different paths can eventually lead to the same place: a business's website.
Being visible online is no longer just about appearing in one set of search results.
It's about making your business easy to find, recognize, and understand wherever potential customers are researching their options.
Customers Are Asking AI for Business Recommendations
Imagine someone planning a commercial renovation. Instead of searching only for "commercial construction consultant," they might ask an AI assistant:
"I'm planning a small commercial renovation. What kind of professional can help me manage the project, and how do I find someone experienced in this type of work?" The AI assistant may explain the different professionals involved, suggest what qualifications to look for, and, depending on the tool and available information, identify businesses worth researching.
A homeowner might ask for local service providers. A business owner might look for a website developer familiar with a particular industry. Someone planning an event might ask for companies that handle a specific type of project. These are often more conversational, detailed searches than the short keyword phrases people traditionally enter into a search engine. And they create another opportunity for businesses to be discovered.
AI-assisted search is becoming another way customers research their options—not a replacement for every other way they search.
Where Does AI Get Information About Your Business?
This is where things get interesting. AI tools don't all work the same way. Some can search the live web, while others may rely on previously learned information, connected search services, or other available sources. That means a business cannot simply submit its name to every AI platform and expect to be recommended.
But businesses can take steps to make information about themselves clearer and more accessible online. Consider what a potential customer or a search system can learn from your website.
Does it clearly explain what your business does?
Does it identify the services you provide?
Does it explain the industries or types of customers you serve?
Can visitors find information about your experience, specialties, and service areas?
Is the information accurate and current?
And is that information available as readable website content rather than hidden inside images or difficult-to-access pages?
Clear, useful website content helps people understand your business and gives search systems information they may be able to discover and interpret.
That doesn't guarantee an AI recommendation. But it provides a stronger foundation than a website offering little more than a company name and a contact form.
Your Online Reputation Extends Beyond Your Website
Your website is important, but it isn't the only place information about your business appears. Depending on your industry, potential customers may encounter your company through Google Business Profile, online directories, professional associations, customer reviews, business articles, project examples, or other websites. Those sources can help customers learn about your company and evaluate its credibility. They may also contribute to the information available to search and AI-powered systems, although each system determines what information it uses and how.
That's one reason accurate business information matters.
If your website describes one set of services while an old directory listing describes something different, customers may have trouble understanding what you actually offer.
If you've expanded into new services but haven't updated your online information, potential customers may never discover those capabilities. And if your business has years of valuable experience but very little information available publicly, someone researching your industry may not have enough to understand what makes you relevant.
Your online presence should reflect the business you operate today.
SEO, AEO, and the Changing Search Landscape
You've probably heard of Search Engine Optimization (SEO). But there's another term businesses are beginning to hear more frequently: Answer Engine Optimization (AEO).
Traditional SEO focuses on helping websites become more visible in search engine results.
AEO focuses on making information easier for search engines and AI-powered tools to understand and potentially use when providing direct answers to customer questions.
Think about the difference. Someone searching Google might type: "Website designer near me." Someone using an AI assistant might ask: "Can you recommend a company that can redesign my small business website and provide ongoing support?"
Both people are looking for a service. They're simply searching differently. So, does your business need SEO or AEO?
The answer isn't necessarily one or the other.
Many of the same fundamentals support both:
Clearly explaining your services and areas of expertise.
Creating helpful content that answers real customer questions.
Organizing your website so information is easy to find.
Keeping your business information accurate and current.
Demonstrating experience through relevant projects and examples.
Making important website content accessible to search systems.
There are technical considerations, too, but the underlying principle remains the same.
If customers and search systems can't clearly understand what your business does, you're making it harder to be discovered.
AEO doesn't guarantee that ChatGPT, Gemini, or another AI platform will recommend your business. But as customers increasingly use conversational searches, businesses have good reason to think about how their information is presented—not just where they rank on Google.
Your Website Still Has an Important Job
Search tools may change. Customer habits may evolve. New platforms will continue to emerge. But your website remains one of the few places where your business directly controls how its services, experience, and information are presented.
It provides a central source of information that potential customers can visit, and that search systems may be able to access. That's why website development, SEO, and ongoing updates are closely connected. A professionally developed website creates the foundation.
Clear content helps explain your business. SEO helps improve accessibility and visibility in traditional search. And ongoing support helps keep the website accurate, functional, and relevant as your business changes.
The tools customers use to find businesses may evolve, but the need for a clear, professional online presence isn't going away.
Can Customers Find Your Business When They're Looking for What You Do?
You don't have to know exactly which search tool your next customer will use. They might find you on Google. They might ask an AI assistant. They might receive a referral and research your company afterward. What matters is whether your business has a strong enough online presence to be found, understood, and considered.
At Tom Sadler & Associates, we help businesses build and maintain professional websites, improve their online visibility, and keep their digital presence aligned with what they offer.
As the way customers search continues to change, make sure your business isn't being left out of the conversation.
Contact Tom Sadler & Associates at 214-906-8590 or visit our website to discuss your online presence.
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