Using Google to search? That's so last year...

May 13, 2025

Using Google to search? That’s so last year…

We work alongside high-growth B2B technology companies, delivering proven marketing solutions at every customer touchpoint, enabling organizations to stand out in the market and exceed their business growth expectations.

Why people are searching with AI and what that means for your SEO Strategy

More people are turning to AI tools like ChatGPT and Claude to find answers instead of going to Google. This shift is starting to change how businesses need to think about visibility online and how they’re going to generate viable leads in the future.

If you’ve spent years investing in search engine optimisation (you’re not the only one ones!) so this change might feel frustrating or even downright scary. But the search landscape is rapidly evolving, and there are practical steps you can take to stay relevant and still bring in those customers.

People want faster, clearer answers

Search engines now compete with AI tools that offer fast, direct responses without making users click through multiple links. Instead of typing “best CRM tools for startups” into Google and reading five different blogs, someone might ask ChatGPT the same question and get a clear shortlist in seconds.

This behaviour is growing, especially among professionals and decision-makers who value time and clarity. If your audience starts skipping Google, your SEO efforts may not get the same returns they used to.

Search rankings don’t guarantee visibility anymore

You might rank first on Google for a valuable keyword. But if someone asks an AI tool that same question, your website may never get mentioned unless the AI has seen your content, found it useful and deemed it ‘trustworthy’.

So the goal is definitely shifting: It’s now not just about ranking, it’s about being part of the dataset these AI tools rely on. That means writing clearly, answering specific questions, and building your site in a way that makes it easy to parse and reference.

Structured content is your friend

AI tools rely on clean, structured information. Long, flowery blog posts packed with keywords don’t help as much as content that gets to the point and answers real questions.

Try these steps:

Break your content into clear sections with subheadings
Include direct answers to common questions
Use lists, bullet points and short paragraphs
Optimise for readability, not just search engines

Think of your content as something an AI might scan and summarise for someone else. Is it easy to follow? Are your main points obvious? Do you say anything original?

Brand and authority still matter

AI tools are more likely to reference content from brands they trust. That trust comes from consistent publishing, clear authorship, credible links and user engagement.

You don’t need to chase every trend. But you should invest in your reputation. Build real authority in your niche (you’re in the airline MRO sector? Then own it!). Write content with a clear point of view. Make it obvious who you are and why someone should trust what you say.

This is where smaller consultancies like Remora have seen traction. Zafar and I have focused on helping out customers create marketing systems that prioritise clarity, structure and credibility because those qualities matter more now than ever.

Ask yourself: would an AI recommend your business?

If a potential customer asked an AI tool to list the top companies in your space, would you show up? If not, why not?

Are you producing content that directly answers the kinds of questions your buyers ask? Are you publishing under real names with real insights? Is your website fast, clean and easy to navigate?

The shift away from search engines doesn’t mean SEO is dead. It just means it’s evolving. You still need great content. But now that content needs to serve both people and machines, especially the ones that talk back.

Remora helps B2B companies adjust to this new reality with website design, marketing audits, content strategies and ongoing support. If you’re unsure where to start, start by asking better questions. Your buyers already are.