Google's AI-generated search results in Australia

Google has just rolled out AI-generated search in Australia.

What on earth is that you ask?

I’ll keep it simple.

As you know, when you do a search, Google gives you a list of websites to choose from.

Thanks to this update, you’ll start to see an AI-generated summary above the usual search results.

To generate this summary, Google quickly searches the internet based on your question and uses AI to create a summary of the information it finds.

The idea is that Google does the legwork of visiting several websites, so you don’t have to.

(It also keeps you on Google’s front page for longer, so you’re more likely to click an ad and generate revenue for Google.)

In this article, I dive a little deeper into this change, what it means for your business and website traffic, and explain why creating unique, high-quality content is still your number one digital marketing priority.

What does Google's AI-generated search look like?

As you can see from the image, the AI-generated results are reasonably extensive and contain links to websites.

To see a moving example, check out the Google Blog.

There are also ads below the AI content before the familiar search listings.

At this stage, the AI roll-out is just for very broad informational searches on mobile devices.

So, if someone is looking for your company or very specific buying information related to your product or service, the search results will remain unchanged, and your website will still appear as usual.

Search results for ‘widgets near me’ have not changed.

But what does the future hold? Do you need to be worried or make changes to your marketing?

Keep doing the right thing

Honestly, if you’re doing all the right things with your website and digital marketing, you’ve got nothing to worry about.

Remember that Google has been using AI in some form for many, many years.

The rules of the game have not changed.

Here’s what you need to keep doing.

  • Use professional content writers to create high-quality, user-first content. (Do not generate your content using AI).
  • Make sure your content is interesting, helpful and engages with your ideal clients.
  • Be strategic with your content plan, and make sure every hour spent at the keyboard is productive.
  • Finally, put your content on a website structured and built for Google from day one.

Do these things and keep doing them week in, week out and your business will rise to the top and stay there.

Meet the author

I’m Deb Croucher, a former veterinary surgeon with a passion for digital marketing.

In 2008, I permanently traded my stethoscope for SEO after successfully leveraging Google to power my vet business.

Diagnosis and treatment is still part of my day though!

In Brilliant Digital, I identify issues, uncover opportunities and formulate marketing strategies that support business success and longevity.

You can read more digital marketing articles here. I love to chat so feel free to drop me a line!

How we deliver

Powerful business growth solutions

Marketing
Strategy

Personalised plans driving marketing efficiency, lead generation and ROI.

Find Out More  

Effective
Websites

Strong online presence, crafted user experience for optimal lead conversion.

Find Out More  

Content &
SEO

Forge thought-leadership, drive traffic and build lasting relationships.

Find Out More  

Capability
Statements

Showcase your expertise and credibility to impress potential clients.

Find Out More  

Google
Ads

Maximise online visibility and conversions with targeted campaigns.

Find Out More  

Email
Newsletters

Regular, compelling communication to drive engagement and results.

Find Out More  

Case Studies

Case Study

Edcon Steel

100% growth in website-generated sales

Edcon Steel, once a local metalworking shop in Sydney’s Northern Beaches, struggled with an underperforming website and ineffective SEM spending. Now, as Australia’s top online steel and metal superstore, they’ve transformed their online presence, offering quality solutions nationwide.

Case Study

James Cumming

Qualified lead targets exceeded immediately

James Cumming & Sons, a family-owned manufacturer with over 115 years of industry experience, previously lacked an online presence that matched their market-leading solutions. With an optimised website and strategy, they now regularly attract both national and global enquiries.

Case Study

Acme Preston

Website delivers ideal enquiry with 30% annual growth

Acme Preston is an established leader in a fiercely competitive market. Their original website and marketing efforts did not yield the desired results. Switching to a custom-branded products niche and updating with a high-performance website has led to consistent traffic and enhanced visibility.

Case Study

Dukes

Website delivering consistent qualified leads

Dukes is a leading provider of commercial painting and remedial building repairs and has been transforming spaces since 1958. Their website didn’t accurately reflect brand identity or service capabilities and required its own transformation resulting in increased leads and conversions.

Case Study

OSA

40% growth in annual online enquiries

OSA, Australia’s most trusted brand in optical network solutions and CCTV, once had a technically proficient website yet limited website. Now, with a new B2B website showcasing their capability and solutions, they’re gaining valuable leads and have joined the Hexatronic family.

Case Study

Pilot Air

328% growth in website enquiries

Pilot Air, the compressed air experts for over 40 years, faced challenges with an outdated website and unclear marketing. Now, with an optimised website and strategy, they can focus on delivering premier products and services nationwide with a commitment to innovation and excellence.

Case Study

Romar Engineering

100% growth in website enquiries

Romar Engineering, a leader in advanced manufacturing solutions, originally had an overly technical website with difficult navigation and usability. Wanting to enhance their online presence for global visibility, they invested in a new website that delivers increased traffic and qualified leads.

Case Study

PSA Engineering

Effective website delivers qualified leads

PSA Engineering offers integrated and compliant engineering solutions for industries with a can-do attitude and a belief that there is a solution to every problem. Their new website is a powerful lead-generating tool that resonates with prospective clients while respecting their technical message and expertise.

Case Study

Water Cremation Systems

Launch of new product nationally and internationally

Water Cremation Systems offers a revolutionary aquamation solution for the pet industry.  Their new website was specifically designed to educate the market and introduce their groundbreaking alkaline hydrolysis machines to the target market. Google Ads helped to increase visibility and expedite results.

Case Study

Gulaga

Effective website supports tender applications

Gulaga Services is an Aboriginal-owned, premier commercial construction contractor motivated by people and values. With a website update that formed part of an extensive rebrand, their online presence and new sales collateral now reflect their high-quality work and community commitment.

Case Study

Accounting For Good

30% year-on-year growth in organic traffic

The team at Accounting For Good delivers expert accounting services for Australia’s not-for-profit organisations, allowing them to concentrate on improving the world. Now, with a high-performance website and digital strategy, they’re reaching the right audience and generating qualified leads.

Case Study

Every Trade

Complete rebrand to meet the market

Every Trade was undergoing a rebrand, requiring a website and marketing strategy that truly reflected leadership in the commercial construction industry. With a revitalised online presence and new sales collateral, they are better showcasing their quality work and sustainable values.

Case Study

SED Graders

Effective penetration into global markets

SED Graders are global leaders in automatic oyster grading technology, cutting oyster production costs and increasing productivity. Initially relying on word-of-mouth advertising, they now have a new website and comprehensive digital marketing strategy driving qualified leads from around the world.

Case Study

North Advisory

50% year-on-year growth in organic traffic

North Advisory saves business owners time and money through streamlined accounting services and clear guidance. Starting as a local, small-town accountant without a website, they have grown into a national player offering an extensive suite of services with a complete digital marketing overhaul.

Case Study

DEM Fire

50% annual growth in free Google traffic

DEM Fire, Australia’s premier provider of fire and essential services, once struggled with an outdated website that didn’t reflect its innovative solutions for the B2B market. Now, with a modern website and robust digital marketing efforts, they consistently attract high-quality leads.

Would you like some
clarity?

Every one of Brilliant Digital’s long-term clients started their journey with a simple chat.

Whether or not you decide to work with us, our founder, Deb Croucher, personally takes the time to meet with you and understand your company and its needs.

Be prepared for honesty. We don’t sugar-coat anything. You’ll get the truth, backed by data, strategy and decades of expertise.

After talking with us, you’ll walk away with:

  • A clear vision of the possibilities
  • Practical steps to make them a reality
  • Strategies that will deliver the best ROI