The Shift: AI Tools Are Taking Over Search
The way people find businesses online is changing – fast. AI tools like ChatGPT, Google’s AI Overviews, and Perplexity are becoming go-to sources for recommendations, not just search queries.
Here’s what the numbers show:
- 527% increase in AI traffic: Sessions from AI platforms like ChatGPT and Perplexity grew from 17,076 in January to over 107,000 by May 2025. (Search Engine Land)
- ChatGPT now drives more referrals than Bing: Referrals from ChatGPT rose from under 10,000 to over 30,000 domains per day, overtaking Bing. (SEMrush via Reddit)
- 83% of users prefer AI search over Google: A July 2025 survey showed that most users now find AI tools faster and clearer than traditional search engines. (GlobeNewswire)
- AI is driving real traffic to websites: Global referral traffic to media companies from AI platforms increased from 35.3M to 35.9M in just one month. (Digiday)
This isn’t a trend – it’s a shift. If your website isn’t optimized for AI tools, it’s likely missing out on valuable visibility and traffic.
The Search Bar is Dead (Kind Of)
More people are bypassing Google and asking AI tools for recommendations directly.
Questions like:
- Who’s the best roofer near me?
- Where can I find an accountant for my small business?
- What’s a good web design agency for local businesses?
These questions aren’t just answered with a list of links anymore. AI tools recommend actual businesses – and how your website is built determines if you’re one of them.
How to Use AI in Marketing (Without Getting Overwhelmed)
You don’t need to buy expensive software or build your own AI chatbot. Just focus on your website. Here’s how:
1. Keep it Fresh
Update your content regularly. AI prioritizes recent, relevant pages that show you’re active and helpful.
2. Be Clear About What You Do
Use plain language. Make it easy for humans and machines to understand what you offer and where you operate.
3. Answer Real Questions
Think like your customer. What are they asking? Create pages or sections that address those exact questions.
4. Make It Fast and Mobile-Friendly
Speed and mobile usability are huge for AI rankings. If your site drags or breaks on a phone, you’re out of the race.
5. Structure It Well
Use proper HTML tags, headings, and structured data (like schema) so AI tools can understand your site better.
6. Double-Check Your robots.txt
Your robots.txt file controls what AI tools can access. If it’s misconfigured, you could be hiding your best pages. Think of it like accidentally hanging a “closed” sign on an open door.
How AI Can Help Grow Your Business
When your website is built with AI (and humans) in mind, you attract more qualified traffic – and that leads to better customers, more leads, and real growth.
AI isn’t the future – it’s the present. And small tweaks to your site now can help you ride the wave instead of drifting out to sea.
Need a Hand?
I build websites that not only look great, but work hard in the AI era. Whether you’re starting fresh or need a smart update, let’s talk.
