How Businesses Are Racing to Win Big in the AI Search Game

Businesses are facing new challenges as artificial intelligence changes the way people search for information online. In the past, companies relied on search engines like Google to bring visitors to their websites. People would type in a few words, look through a list of links, and click on the ones that seemed most helpful. But now, AI tools can answer questions directly, so users often get the information they need without ever visiting a website. This shift has caused some companies to lose a lot of web traffic. For example, HubSpot, a company that provides sales and marketing tools, lost 140 million website visits in just one year. Their chief marketing officer, Kipp Bodnar, says that people used to scroll through many links to find good information, but now AI gives them answers instantly.

To adapt, businesses are learning about answer engine optimisation, or AEO. This is a new way to make sure their websites are included in AI-generated answers. Instead of focusing only on search engine optimisation, which helps websites rank higher in search results, companies now need to make their content easy for AI tools to understand and use. For example, HubSpot used to write long articles about their products, but now they break information into smaller sections. This makes it easier for AI to find and share the right details. Bodnar explains that people use longer and more specific questions when talking to AI, so companies need to write content that matches those questions. If a family wants to plan a holiday in New Zealand and see certain animals, a motorhome rental company might write an article about the best animals for children to see in New Zealand.

Other businesses are also changing their strategies. Spice Kitchen, which sells spice gift sets, is creating a special section on their website about the history of the spice trade. They hope this will show AI tools that they are experts on the topic. They are working with a digital agency to make their website more trustworthy by adding links from other respected sites and including author biographies. MKM Building Supplies, a company that sells building materials, has noticed fewer people visiting their website because AI tools are answering questions directly. To stay visible, they are making their content clear and easy to read, with summaries, bullet points, and frequently asked questions. They also use a site map to help AI bots find information. Even though overall traffic is down, the visitors who come from AI are more likely to make a purchase. This shows that businesses must keep updating their strategies to stay competitive in the age of AI search.