Why SEO still matters, even in the age of AI

There’s a lot of talk right now about how artificial intelligence (AI) is changing the way we do digital marketing. From writing content to automating reports, AI tools are showing up everywhere. That’s led some business owners to wonder if search engine optimisation (SEO) is still worth the time and money.

The short answer? Yes. SEO still matters, but the way we approach it is changing. And if you're not adjusting your strategy, you're likely falling behind.

SEO isn’t dead, it’s just evolving

One of the most significant shifts is something called zero-click searches. This happens when someone types a question into Google, and the answer appears right there in the search result; no need to click on a website.

For example, if someone types “What’s the GST in Australia?”, they’ll get the answer right at the top of the page. They won’t need to click through to a blog or government site. That might sound like a problem for SEO, but it’s also an opportunity.

Those quick answers don’t appear out of nowhere. Google pulls them from websites. So if your site has accurate, well-structured content, it could be the one featured in those answers. That gives your brand visibility, even without a click. And in competitive markets, awareness matters as much as traffic.

The other thing to consider? People might not click the first time, but if your business name keeps showing up in those answers, it builds trust. When they’re ready to call or email, they’ll remember you.

AI is a great tool,  but it’s not a strategy.

It’s easy to be tempted by tools that write blogs, generate keywords, or summarise content. But AI doesn’t know your business, your customers, or the way people make decisions in your industry.

What it can do is help you save time. For instance, AI can help:

• Generate content ideas
  
  
• Spot trends in customer search behaviour
  
  
• Identify technical issues on your site.
  
  
• Suggest title tags or meta descriptions.
  
  

But using it without direction usually results in bland, generic content. The kind that search engines are now trained to ignore.

We often tell our clients: use AI behind the scenes. But make sure your content's voice, value, and structure are human-led. That’s what connects with both people and search engines.

Why cookie-cutter content doesn’t work anymore

Let’s say you’re a family lawyer in Brisbane. You could use AI to write 30 articles in a day with topics like:

• “What is family law?”
  
  
• “What happens in a divorce?”
  
  
• “How to apply for custody in Australia?”
  
  

The problem? So could 500 other law firms. And they probably are.

Now imagine instead you publish:

• “What I tell clients facing a custody battle in QLD”
  
  
• “3 mistakes we see in property settlements (and how to avoid them)”
  
  
• “How the recent Family Law Act changes affect Brisbane families”
  
  

This kind of content is more likely to rank well and be helpful to readers because it's specific, local, and built on experience. That’s the kind of content we help our clients create: original, relevant, and trusted by search engines.

Technical SEO is still the backbone.

Good content is essential, but so is the engine that runs your website. We still see too many websites that are slow to load, poorly structured, or full of broken links. And those problems can tank your rankings, even if the writing is excellent.

Here’s what modern SEO looks at behind the scenes:

• Page speed: If your website takes longer than 3 seconds to load, you’re losing visitors. AI tools like Google’s Core Web Vitals now track this closely.
  
  
• Mobile performance: More than half of all traffic now comes from phones. If your site doesn’t work correctly on mobile, Google will penalise you.
  
  
• Secure and clean code: Things like SSL certificates, caching, and proper redirects all play a part in how search engines trust your website.
  
  
• Structured data: This is special code that helps Google understand your content. It’s a big part of how you get featured in rich snippets and zero-click results.
  
  

We include all of these elements in our SEO audits because we know content alone isn’t enough.

Search behaviour is changing fast.

People don’t search the way they used to. In the past, they might have typed “plumber Brisbane” into Google. Now they’re asking more specific, conversational questions like:

• “Who fixes hot water systems near me?”
  
  
• “Plumber available on Sunday Logan”
  
  
• “Why does my shower smell like sulphur?”
  
  

These longer, question-style searches give us more clues about what people actually want, and how close they are to making a decision.

That’s why our keyword strategy focuses not just on volume, but on intent. We look for phrases your ideal customers use when they’re ready to act, not just browse.

Good SEO is about planning and patience.

SEO isn’t a once-off job. It’s not a quick fix. It’s a long-term investment in building up your digital reputation. That means:

• Regular updates to your website content
  
  
• Monitoring search performance and fixing issues
  
  
• Adapting to changes in how search engines work
  
  
• Building up your credibility over time
  
  

It can take several months to see big changes, but once the momentum kicks in, it’s one of the most affordable and consistent ways to bring in new business.

Why small businesses should embrace AI and automation

It seems like everyone is talking about Artificial Intelligence (AI) and automation these days. But for a small to medium enterprise (SME) like yours, it’s not about the hype; it’s about getting more done with a smaller team. Think of AI as your newest, cheapest, and most tireless intern, ready to tackle the tasks that slow you down.

By automating the routine, you free up your sharpest minds to focus on high-value initiatives, like improving your Conversion Rate Optimisation (CRO) or finally launching that website development project.

What we recommend

If you’re not sure where your website stands, the best place to start is with a tailored SEO audit for AI search. We’ll show you what’s working, what’s not, and where you could get better results. You don’t need to figure it all out alone; we do this every day for Australian businesses.

You’ll walk away with a clear action plan, a realistic budget, and options that suit your goals, whether you want to generate more leads, get more calls, or stop losing rankings to your competitors.