AI and SEO: Should You Still Care About Google?

One of the questions we’ve been asked most recently is whether SEO still matters now that people are using ChatGPT, Claude, Perplexity and Copilot. The answer is yes, but search is evolving rather than disappearing.

People now discover businesses in different ways, some search Google, others ask AI assistants for recommendations, while many still rely on maps, reviews and word of mouth before visiting a website.

The good news is that the fundamentals haven’t changed, search engines and AI models both reward websites that are trustworthy, technically sound and genuinely helpful. Useful service pages, case studies, FAQs and informative articles all help build authority.

Rather than trying to optimise specifically for AI, focus on creating a website worth recommending. If your content answers real questions and clearly explains what you do, you’ll be in a stronger position whether someone is searching Google today or using the next generation of AI search tomorrow.

Large language models don’t rank websites in exactly the same way as search engines. Instead, they look for reliable, trustworthy information from sources they consider authoritative.

That means the websites most likely to be referenced tend to have:

If your website simply lists your services, you’re competing with thousands of similar businesses online. The companies that stand out are those that share useful knowledge by explaining common problems, answering customer questions, publishing guides and case studies, and demonstrating their expertise.

This type of content not only helps Google better understand your experience and authority, but also gives AI systems more reasons to reference and recommend your business.

Whether someone discovers your business through Google, ChatGPT, Claude, Perplexity or the next AI platform yet to be invented, the goal remains the same: to create a website that’s genuinely worth recommending.