Google vs AI Search: Why Australian Businesses Need Both

Two healthcare practice owners in Brisbane each receive an enquiry on the same morning. The first patient found them through Google. The second was recommended by ChatGPT. Both are looking for the same treatment, but they arrived through completely different search journeys.

This is the new reality of customer discovery in Australia.

The End of Google's Search Monopoly

For over two decades, Google has dominated search. But 2024 marked a fundamental shift:

• ChatGPT has 400 million weekly active users worldwide¹

• 78% of organisations now use AI in business functions²

• 77% of companies are exploring AI implementation³

More importantly, behaviour has changed. People aren't just using AI as a Google alternative—they're using it for entirely different searches.

How Customer Research Patterns Are Changing

Traditional Google Searches:

• "physiotherapy clinics near me"

• "commercial construction Sydney"

• "accounting software 2025"

AI Assistant Queries:

• "I have chronic back pain from desk work. Which physiotherapy would help, and can you recommend Brisbane clinics that specialise in this?"

• "We're a tech startup needing 200sqm Sydney office fitout with sustainable materials. Suggest construction companies with tech experience."

• "Our 50-person manufacturing business struggles with inventory and invoicing. What accounting software suits our situation?"

See the difference? AI searches are conversational, context-rich, and solution-focused.

The Hybrid Search Reality

Smart prospects often use both channels:

The Modern Customer Journey:

1. AI for initial research - "What should I look for in a commercial builder?"

2. Google for verification - Searching specific companies for reviews

3. AI for comparison - "Compare Company A and Company B for fitouts"

4. Google for contact - Finding phone numbers and booking

This means your visibility strategy needs both channels.

Why Most Agencies Miss This Opportunity

Most Australian agencies focus only on Google:

• Traditional SEO factors

• Keyword rankings

• Backlink building

They ignore how AI systems evaluate businesses:

• Content clarity and authority

• Structured data implementation

• Semantic understanding

• Confidence-building signals

The Evolution of SEO (Not the Death)

SEO isn't dead—it's expanding beyond Google.

Traditional SEO Includes:

• Keyword rankings

• Backlink authority

• Technical performance

• Local search visibility

Modern SEO Adds:

• Authority signals AI systems recognise

• Conversational content strategy

• Structured data for AI comprehension

• Semantic clarity for confident recommendations

Example: Old vs New Content Approach

Traditional SEO Content:

"Our Sydney construction company provides office fitouts, retail spaces, and warehouses. 15 years experience, competitive pricing."

AI-Optimised Content:

"We're a Sydney-based construction company specialising in sustainable office fitouts for technology companies. Recent projects include the 500sqm Atlassian office in Surry Hills (2024, LEED Gold) and Canva's Alexandria expansion (200 employees, delivered ahead of schedule). We handle 8-12 week projects for spaces under 1000sqm."

The second works for both Google SEO and AI recommendations—it's specific, authoritative, and answers detailed questions.

The Technical Infrastructure Gap

Here's what most business owners don't understand: Most websites were built for Google SEO and human visitors, not AI comprehension.

Google Ranking Factors:

• Keyword relevance

• Backlink authority

• Technical performance

AI Recommendation Factors:

• Structured data and schema markup that clearly defines your business

• Content clarity and authority signals

• Semantic understanding and contextual relevance

• Confidence-building signals that help AI cite your expertise

The gap: Most Australian business websites have little to no structured data, creating significant opportunities for businesses that implement proper technical infrastructure.

The First-Mover Advantage for Australian Businesses

Most Australian businesses operate with Google-only thinking. Early adopters building authority across both search ecosystems gain significant advantages that become harder to replicate.

Consider This Scenario:

• Company A ranks #3 on Google for "Sydney fitouts"

• Company B ranks #8 but gets consistent AI recommendations

• Both receive similar enquiries, but Company B's leads are higher quality

What This Means for Your Business

Ask yourself:

• When someone describes their challenge to ChatGPT, does your company appear?

• If procurement uses Claude for contractor research, are you mentioned?

• When potential customers ask AI to compare providers, are you included?

• Does your website have the technical infrastructure for AI comprehension?

If you answered "no" to any of these, you're missing opportunities in the evolving search landscape.

The Integrated Approach That Works

Successful Australian businesses in 2025 will master both channels:

Google Optimisation For:

• Local discovery and map listings

• Brand searches and reputation management

• Direct service enquiries and immediate needs

• Verification and credibility checking

AI Optimisation For:

• Research queries and comparison shopping

• Solution-specific recommendations

• Expert positioning and thought leadership

• High-intent prospect capture

This isn't about choosing between Google and AI—it's about excelling at both.

Your Strategic Assessment

For Google visibility:

• Do you rank well for relevant local searches?

• Are your Google Business listings optimised?

• Do you have strong review profiles?

For AI discoverability:

• Does your content clearly explain your specialisation?

• Are your credentials structured for AI understanding?

• Do you have proper schema markup and structured data?

The businesses that can answer "yes" to both sets of questions will dominate their markets.

Why Soren IQ's Integrated Approach Works

While other agencies focus solely on Google rankings, we help Australian businesses build authority across both search ecosystems.

Our clients don't choose between Google and AI visibility—they achieve both through:

• Technical infrastructure that works for both systems

• Content strategies optimised for human and AI comprehension

• Authority signals that build confidence across all platforms

Your Next Step

Don't let competitors establish dominance in either channel while you're playing catch-up.

Ready to discover how your business performs across both Google and AI search? The integrated approach isn't just recommended—it's essential for Australian businesses that want to thrive in the evolving search landscape.

Soren IQ specialises in integrated search optimisation for Australian businesses, helping construction companies, healthcare practices, professional services, and government contractors dominate both Google and AI search channels.

References:

1. OpenAI, February 2025 - "ChatGPT Weekly Active Users"

2. McKinsey & Company, March 2025 - "The State of AI: How Organizations Are Rewiring to Capture Value"

3. National University, January 2025 - "AI Statistics and Trends for 2024"