AI isn't coming for your SEO. It's already reshaping it.
If you've been watching search shift over the past few months, you've probably noticed things are moving fast. AI Overviews are taking up more real estate on Google. Tools like ChatGPT, Claude, and Gemini are changing how people find businesses. And the gap between businesses that adapt and those that don't is getting wiiiiiiiiiiider every week.
The good news? There are things you can start doing right now to stay informed and make smarter decisions about your online presence. These won't replace a proper SEO strategy, but they'll put you in a stronger position and help you understand what's actually happening behind the scenes.
Here's what I'm seeing right now and what it means for local business owners.
-Javier - Waypoint Digital
What's Changed (And Why It Matters)
Search isn't just about ten blue links anymore.
Google's AI Overviews now sit above traditional results, summarising answers before anyone clicks a website. On top of that, more people are skipping Google entirely and asking ChatGPT or Gemini directly for recommendations.
For local businesses, this means your website, your Google Business Profile, and the way your business shows up across the internet all need to work harder than they used to.
The businesses getting ahead right now aren't necessarily doing anything wildly complicated. But they do have a strategy behind what they're doing, and that makes all the difference.
AI Tools: What Does What?
There are three major AI tools worth knowing about. Each has its strengths and they're all free to start with. None of them will build you an SEO strategy, but they can help you work smarter on the day-to-day stuff.
ChatGPT (by OpenAI) is the most well-known. It's great for brainstorming content ideas, writing social media captions, drafting blog posts, and generating ad copy. If you need a versatile all-rounder for everyday content tasks, this is where most people start. It also has a built-in memory feature, so it learns your preferences over time.
Claude (by Anthropic) is where I'd point you for anything that requires accuracy, nuance, or working with longer documents. If you're reviewing a contract, analysing a competitor's website, writing a detailed service page, or need something that follows your instructions more precisely, Claude tends to outperform the others. It's also excellent for editing and refining your own writing without losing your voice.
Google Gemini is tightly integrated with the Google ecosystem. If you live in Google Workspace (Gmail, Docs, Sheets, Drive), Gemini can work across all of them natively. It's also the strongest at handling video and audio content. For business owners already deep in Google's world, it's worth exploring.
The short version: Use ChatGPT for generating content quickly. Use Claude for accuracy and detailed work. Use Gemini if your business runs on Google tools. These are great for content and productivity. They're not a substitute for someone who knows how to connect it all to your actual business goals.
SEO Tools Worth Knowing About
These tools can give you a window into how your website is performing. They won't tell you what to prioritise or how to fix things in context of your broader strategy, but they're useful for staying informed.
Ahrefs is one of the most respected SEO platforms in the industry. It's excellent for keyword research, backlink analysis, competitor research, and site audits. It now also tracks AI search visibility so you can see how your brand shows up in AI-generated results. It's a powerful tool, but like most professional SEO platforms, it can be overwhelming without knowing what to focus on.
Ubersuggest (by Neil Patel) is one of the most budget-friendly SEO tools out there. It covers keyword research, site audits, and rank tracking. There's a free tier and a lifetime access option for around $290, which is hard to beat if you want to keep an eye on things.
Google Search Console is completely free and often overlooked. It shows you exactly what search terms people use to find your site, which pages are performing, and where technical issues might be hurting you. If you haven't set this up yet, it should be your first move.
Google Business Profile (also free) is still one of the most powerful tools for local visibility. Keep your info accurate, post regularly, respond to every review, and make sure your services and business hours are up to date. AI systems use this data to decide whether to recommend you.
5 Things You Can Do This Week
These aren't going to replace a proper SEO campaign. But they're good habits that'll support whatever strategy you have in place, and they'll help you spot issues you might not have noticed.
Claim and optimise your Google Business Profile. Make sure your name, address, phone number, services, hours, and categories are accurate and match what's on your website. Consistency is key because AI systems cross-reference this data to build trust.
Google your own business the way a customer would. Don't search your business name, search for what you actually do. Check what comes up in the map pack, the AI Overview, and the organic results. You might be surprised at who's showing up instead of you. This won't tell you how to fix it, but it'll give you a clear picture of where you stand right now.
Start noting the questions your customers actually ask. Use Google Search Console or even the "People Also Ask" section in Google to find real questions related to your services. These are gold for content ideas, but knowing which ones to target and how to structure them is where strategy comes in.
Check your site speed. Go to PageSpeed Insights (free from Google) and run your homepage through it. If your site is slow, both Google and AI crawlers are less likely to surface your business. You'll be able to see the score, but fixing what's behind it usually requires a developer or someone who knows their way around your site.
Get more (and better) Google reviews. AI systems don't just look at star ratings. They read review sentiment. Encourage happy customers to leave detailed reviews that mention specific services and locations. This is one of the few things that genuinely helps across both traditional and AI-driven search.
Here's What These Tips Won't Do
The tools and tips above are genuinely useful. They'll help you stay informed, spot problems, and handle some of the surface-level stuff.
But AI tools can't build a strategy around your specific business, your market, and your goals. They can write content, but they can't tell you which content will actually move the needle. You can run a site audit, but the tool won't know what to prioritise based on where your business is right now versus where you want to be in six months.
SEO is the long game. It's technical, it's strategic, and it compounds over time when it's done right.
If you want to have a chat about where your business sits and what's actually worth focusing on, get in touch. Happy to take a look.
I’m Javier from Waypoint Digital, based in Caroline Springs, VIC. I work mainly across SEO, Websites and Paid Ads for businesses around Australia.
Warm regards,
Javier Avilés
javier@waypointdigital.com.au
0423 345 689