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New AI driven search tools are changing the digital landscape, making it more important than ever to focus on proven search engine marketing practices.
We asked Jordan Lomax, Director of The Social Lab, for her insights on search engine marketing (SEM) in today’s context. Here’s what Jordan has shared on how search has changed – and what small business owners can do to keep up.
#1 Think outside the (search) box
According to Jordan, one of the biggest mistakes small businesses can make is thinking about search as being limited to Google.
“Today, people are searching everywhere. If I'm on holiday looking for somewhere to eat, I might ask ChatGPT for recommendations, search TikTok for videos of local restaurants or jump on Google to read reviews. Search behaviour hasn't disappeared – it has just spread across more platforms,” said Jordan.
“I don't believe AI means SEO is dead. AI still needs to get its information from somewhere. Whether it's Google's AI generated results, ChatGPT or another platform, those tools are pulling information from websites, articles, reviews and other trusted sources across the internet.”
#2 Move beyond keywords
Jordan highlights that the way people search has also changed. In the past, search engine optimisation (SEO) was heavily focused on keywords. Businesses would identify the words or phrases they wanted to rank for and optimise their website around those exact terms.
“Now, people are far more likely to ask detailed questions. They're not searching 'restaurants Perth' anymore, they're searching 'What are the best family friendly restaurants in Perth?' or 'Where should I take my kids for dinner in Perth?'”
“Trying to game the system with keywords or publishing endless blogs purely to rank is becoming less effective. Instead, businesses need to focus on creating genuinely useful, relevant and trustworthy content. That approach works whether you're talking about traditional SEO, optimising for AI generated search results, or even being discovered through social media.”
#3 Consider a combination of paid and organic search strategies
Jordan’s top tip for search engine marketing and search engine optimisation is for businesses to consider investing in both, if budget and resources allow. While paid search could generate short term opportunities, Jordan notes that investing in organic content and SEO can help businesses build an asset that becomes more valuable over time.
“Paid search is amazing if you need results quickly. If someone is actively searching for the product or service you offer, you can put budget behind it today and start generating enquiries almost immediately. It's fast, predictable (most of the time!) and scalable. The trade-off is that it costs money. The moment you stop paying, the visibility disappears.”
“Organic search is the opposite. It takes longer to build, but it becomes a long term asset for the business. Every article, service page or piece of content you create has the potential to keep attracting visitors months or even years into the future. I still have articles on my website that I wrote five, six or even eight years ago that continue bringing people to the site every month. That's the power of organic search. The value compounds over time.”
The ideal scenario outlined by Jordan would be to use paid search to drive immediate opportunities, while continuing to build organic presence in the background with the aim of eventually not needing the paid search components.
#4 Focus on the basics
"In my opinion, the biggest opportunity for small businesses is to become the best source of information in their niche. Answer the questions your customers ask every day, demonstrate your expertise and make sure your website clearly explains who you help, what you do, where you operate and why someone should choose you.”
#5 Build your reputation across platforms
According to Jordan, becoming an authority is something small businesses shouldn’t overlook.
“Many small business owners focus entirely on what they can put on their own website, but search engines and AI tools also look at what other people are saying about you. Mentions in articles, backlinks from reputable websites, reviews, referrals and industry recognition all help build credibility.”
“If I could give small businesses one piece of advice, it would be to spend less time chasing algorithms and keyword hacks, and more time focusing on becoming a trusted authority. Create genuinely helpful content, build your reputation beyond your own website, and make it easy for both people and search engines to understand why you're the expert in your field.”
Find out more
- Explore how you might use AI in your business
- Learn more about marketing channels, business websites and social media for small business owners
- Explore our upcoming sales and marketing workshops
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About Jordan Lomax
Jordan Lomax is the founder of The Social Lab, with extensive experience working with global corporations, small teams and startups, helping them make sense of digital marketing to get real results for their business.
Learn more at The Social Lab or connect with Jordan on LinkedIn.
