How AI is changing the way we search

Search has changed. Most people can see that. The way people use search has shifted noticeably over the past 12 months, both in how questions are asked and how answers are delivered.

The way we look for information online is becoming more conversational, more immediate and often more decisive. Artificial intelligence is playing a growing role in that shift, quietly influencing what people see, what they trust and how quickly they make choices.

For businesses, this matters. Not because everything needs to change overnight, but because search no longer behaves in the way it did even a year or two ago. In many cases, questions that once drove visitors to websites are now being answered directly within search results, reducing the need for users to click through at all.

People are searching differently

Search used to be simple. You typed a few words into Google, clicked a couple of links and usually found what you were looking for. Or, if you’re anything like me, you ended up buying a pair of jeans when you were really looking for car insurance.

That still happens, but it’s no longer the default. Instead of short keyword phrases, people are now asking full questions. Things like “Why is our website slow and what can we do about it?” or “What should a B2B website do to generate more leads?”

They want context, comparisons and reassurance. Increasingly, they are shown summaries or suggested actions before they ever reach a website, which means decisions are often made faster and with fewer clicks.

As a result, users are:

• Spending less time clicking around
• Making decisions faster
• Trusting clearer, more confident brands
• Skipping sites that feel vague or unhelpful

None of this means websites are becoming less important. It means the role of a website has changed.

What search engines are paying attention to now

Because of AI, search engines are getting better at understanding what people actually want, not just the words they type in.

Search engines and search algorithms are trying to work out whether a business actually understands what it’s talking about.

They look for things like:

• Content that answers real questions properly
• Pages that are clear about what they’re for and who they’re aimed at
• Signs of genuine experience, not just claims
• Writing that feels useful rather than promotional

A page that explains something clearly will usually perform better than one that tries too hard to impress.

Why sounding human matters now

One of the easiest ways to fall behind is by relying on overly polished, generic language. It often sounds ok, but it hides meaning instead of clarifying it. The result is text that looks competent but says very little. AI-driven search notices that – and so do real people.

Clear language, natural phrasing and a willingness to explain things simply are real advantages. Not because they please search algorithms, but because they reflect how people actually read. If someone lands on your site and quickly understands what you do and who it’s for, that is a strong signal. Both to the user and to search engines.

What this means for SEO today

SEO hasn’t disappeared. It’s just less mechanical than it used to be. The basics still matter. Fast websites. Good structure. Clear navigation. Pages that focus on one thing and do it well.

What has changed is the emphasis. Publishing lots of content for the sake of it rarely helps. Fewer, better pages almost always do. Content now needs to earn its place. If a page doesn’t help someone understand, decide or act, it’s probably not doing much for your search visibility either.

Content as a trust signal

AI-driven search places more weight on trust than ever before. That doesn’t mean you need to sound formal or authoritative in a traditional sense.

It means being honest.

Explaining how you work. Acknowledging trade-offs. Writing in a way that feels grounded in real experience rather than theory.

Content that genuinely helps someone, even if they never become a customer, tends to perform well over time. It also attracts the right kind of enquiries.

Practical steps most businesses can take

This doesn’t require a full rebuild or a radical strategy shift.

A sensible starting point for most UK businesses is to:

• Re-read key pages as if you were a first-time visitor
• Remove vague statements that don’t really say anything
• Add answers to questions clients ask you repeatedly
• Make sure your site reflects how you actually work today

Small improvements in clarity often have a bigger impact than major redesigns.

A more realistic way to think about AI and search

AI is changing search, but it isn’t turning everything upside down. In many ways, it’s rewarding the basics done well.

Clear thinking. Clear writing. Websites built for people rather than search engine rankings.

At Gravity Digital, we focus on helping businesses create websites and digital strategies that feel solid and considered, not over-engineered or trend-led. The aim is always to build something that works now and continues to make sense as things evolve.

If your website feels slightly out of step with how people search and decide today, that’s usually fixable and often with less work than you might expect.