While I was waiting in the doctor's office for my regular check-up for 30 minutes, I got an instant message from a client:

“I’m not showing up well in Google, and things are very slow. Can you help me figure it out?”

I commented that I would have to get back with them tomorrow when I am in the office. She replied, “I’ll pay for a Google ad for a little bit, if it helps?”

She is not going to like what I have to say. Google is no longer what it was, and you have to adapt to the new reality of AI search, which is harder than showing up in Google.

People are turning to AI search like Google Gemini, Claude, ChatGPT, and my favorite, Perplexity! Frankly, it is simply better in both the way it works and what it delivers.

Google Search

I have seen clients who relied on Google for business become more worried and disappointed over the last year. Maybe that's because searches per U.S. user (especially desktop) have gone down significantly (~20%). Google Ads have generally become more expensive over the last couple of years. In her industry, it's about $5 per click and $40.00 per lead, but that is not per sale. It can take an average of 10 leads to close a client, and $300-$400 dollars eats almost all the profit.

Google is still valid, but AEO is increasingly eating into the consumer base that uses the service. Voice search (Android, Apple OS, and others) still returns Google links, but it's hard on a mobile phone to click, read, and explore more. An AI search will give you a more personalized result with links.

I asked Siri, “What is a great in-home pet euthanasia company in the Chicagoland area that I can recommend for a friend?” It gave me the choice between Web Search and ChatGPT.

Web Search – If you can see the image to the right, you can't read it, nor can I. It shows you the full Google page. It starts with an AI overview and shows the top 3 responses in Google Business. If you go to Google Business, my client is down at the 6th position.

So they show up, but not in a good enough position. More reviews and maybe some new website content may help that, but not as quickly as the client needs.

AI Search

Chat GPT – “I'm sorry to hear about your friend's situation. In the Chicagoland area, reputable in-home pet euthanasia services include From Home To Heaven, Halo At Home, Windy City Veterinary Services, and Lap of Love Veterinary Hospice. It's advisable to contact these providers directly to discuss specific needs and ensure the best care for their pet.”

I asked the same question on Perplexity, and it recommended two companies that didn't even appear in the Google search results.

“Two strong, well‑reviewed in‑home pet euthanasia options in the Chicagoland area you can confidently recommend are:”

• CodaPet – At Home Pet Euthanasia (Chicago & suburbs)
• EverPaw

Then, I typed the company name “Peaceful Endings” and here was the reply:

• Yes. Peaceful Endings for Pets is a real in‑home hospice and euthanasia service based in the Chicago area.

Obviously, the business name will not be known to people in the middle of a tough end-of-life decision.

What Can You Do?

Marketing on a shoestring budget requires some shoe leather to be effective. In other words, my advice will be to call past clients and offer a $25 Amazon gift card for a referral who uses their service. Visit partners (pet stores, vets, groomers) and see if you can post a business card or leave brochures.

AI search gives more details and a simpler way to get answers, but there is no guarantee that AI will scrape your data ever again, so you can't be certain that new content will affect the results. But it's better to provide quality answers to the questions people type.

That means that continuing to blog, post video (in general – create new content), continues to be the best way to show up in responses in both platforms.

Why AI Search Is Better

I have been having problems with my garage door opening and closing. I was using a wifi interface that would let me open and close my garage from an app, but it's always been cranky, and it's gotten worse.

Also, I wanted to find a way to use my Apple CarPlay rather than have a standard remote in the car. So I jumped on Perplexity and started asking questions:

• Is there an Apple HomeKit-compatible interface for a Chamberlain garage door?

It recommended the Meross, and it was compatible with HomeKit, CarPlay, and the garage door opener. I found it on Amazon for only $50, so I ordered it. While I was waiting for it to be delivered, I asked about:

• Installing a Merros MSG100-HomeKit on a (my model)

Not only did it give me text instructions, but it also provided videos that were better than the videos shown on Amazon about the installation process. I reviewed them and was 100% confident not only that this would work, but also that it would be easy to install, and I could make it happen.

It took an hour, but it was all worth it. It worked on the first try. Then I tested it when I took Layla for a walk. Siri now controls the door (much easier and better than the old interface), so I can ask Siri open or close the garage, or I can use the CarPlay button in my car.

Kim loves the fact that it alerts her on her phone, and she can watch when the door is opening and closing. (The old method and interface did none of that.)

Trying to do research using Google would have made me more confused, whereas AI search gave me clear, concise answers. And it lets you keep asking questions rather than bouncing from website to website to see often varying, conflicting, and confusing results.

The bottom line is: AI search, in most cases, is easier, better, and more complete yet simplified, but having your business become part of the mix of AI answers will probably be harder than your web content showing up in a normal Google search. Google Business is still important for local shops, but has become less relevant for AI questions and answers.

Closing Thought

Although there are no easy answers for my client, there are easy answers if you use AI to research products and concepts, such as how to install them. There is no question in my mind that search is on its way out and AEO is here to stay.

SEO offered businesses opportunities to get found, but Google Ads gamed the system to favor advertisers over people trying to get free exposure. I can't see an easy way to game AI search, but you can use great content to at least be in the mix.

We are still learning how people ask questions and how our content can provide the answers.

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Comment below and share your thoughts, ideas, or questions about business-to-business sales and marketing today! Do you have a sales or marketing communications strategy that works for you? What tips or techniques can you share that work for you and your business?

To learn more about this and other topics on B2b Sales & Marketing, visit our podcast website at The Bacon Podcast.