The search revolution: how AI is changing SEO – and what you need to know
The AI SEO shift
The way customers find your electrical business online is undergoing its biggest shake-up since Google itself: artificial intelligence is rewriting the rules of search – particularly through Google’s Search Generative Experience (SGE) and Generative Engine Optimisation (GEO).
This isn’t a small change either, it’s a complete transformation of how potential customers discover and evaluate local tradies. AI tools now summarise search results instantly, drawing from businesses with the strongest SEO and GEO foundations.
So, what does this mean for your business? Those who show up in AI-powered summaries will win the call-outs, and those who don’t risk their business and services not being discovered by potential customers. To unpack how you can win the game of SEO and GEO, we spoke with Kate Toon, award-winning SEO consultant, author, and founder of The Recipe for SEO Success.
Definitions – understanding the terminology
Before we dig in, let’s get clear on a few key terms shaping the future of search:
SEO (Search Engine Optimisation): the process of improving your website so search engines understand and recommend it. This includes technical structure, content quality, links, and credibility, which all work together to make you more visible online.
SGE (Search Generative Experience): Google’s AI-driven search experience that generates an AI summary right at the top of the results, giving users a complete answer without them needing to scroll through endless pages of information.
GEO (Generative Engine Optimisation): Optimises your presence so that AI systems like Google SGE, Bing Copilot, and ChatGPT can find, understand, and quote your business. GEO builds on SEO but focuses on being recognised by generative AI models.
Understanding the ‘zero-click’ problem and its impact
Understanding the ‘zero-click’ problem and its impact
While AI-powered search makes life easier for customers, there’s a catch for business owners: people are now getting the answers they need without ever leaving Google.
This is what’s known as the ‘zero-click’ problem. When Google’s AI generates a full summary at the top of the page, it’s pulling in the best information from other sources, which means users don’t need to click through to a website.
“AI summaries are largely generated for information-based queries, which means fewer clicks for you. To stay visible, focus on building a strong brand presence, so people are searching for you, not just your service,” says SEO expert Kate Toon.
In practice, that means strengthening your online presence so you become the trusted source AI itself relies on.
Three essential pillars for AI-proofing your SEO
“Whether you call it AI SEO, GEO or AEO, the world of being findable has changed,” says Kate. “It’s now not just about being found in search engines but being findable across search, social media, maps, marketplaces, and Large Language Models like ChatGPT.”
So, how do you stay visible in this new AI-driven world? Kate shares three key steps electricians can take right now:
Optimise your Google Business Profile to perfection:
“Your Google Business Profile (GBP) is now one of your most powerful marketing tools. It’s where Google and AI pull verified details about your business, from your services and reviews to your photos and opening hours,” Kate explains “The local pack you see in Google results is generated almost entirely from your Google Business Profile data.”
Here’s her checklist for getting your GBP right:
● Ensure all of your information is up-to-date and accurate, including opening hours, contact numbers, and address.
● Choose precise categories – one main category and two highly relevant secondary ones.
● Add services and products with descriptions, pricing, and real search terms your customers use.
● Seed helpful questions and answer them promptly.
● Encourage a steady flow of recent reviews, with photos where possible.
● Double-check your review attributes (like accessibility, women-led, and parking available).
● And remember, many AI tools use Bing’s database, so set up your Bing Business Profile, too.
Become the deep domain expert
“AI loves depth and authority – the more specific and detailed your content, the more likely it is to be surfaced or quoted. The most important factor is original content and an expert point of view,” Kate says, advising you should:
● Offer clear definitions and numbered steps in your content.
● Include statistics, case studies, and real-world examples.
● Add schema markup (like Article, FAQ, or HowTo) so AI can read your content easily.
● Write in plain English, but show your expertise by including author bios or credentials to boost E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).
Harness the conversational search trend
It’s also important to use natural, conversational language in your content. Thanks to smartphones, smart speakers, and AI tools like ChatGPT, customers are now talking to search engines instead of typing. This shift, called conversational search, means people use full-sentence questions rather than short, keyword-heavy phrases. For electricians, that could look like:
● “How to choose the right heat pump for your property.”
● “The difference between single-phase and three-phase power for workshops.”
● “What you need to know before installing an EV charger at home.”
Proactivity is the new visibility
The search game has changed, but that doesn’t mean you can’t win. In fact, what you do now could help you dominate local visibility in the years ahead.
AI-driven search rewards verified businesses, expert content, and consistent online engagement – and the sooner you adapt, the more likely you are to become the trusted source AI quotes back to your customers.
As Kate Toon sums it up: “build your authority, polish your presence, and make it easy for AI to trust you.”
So before your competitors catch on, audit your profiles, refresh your content, and make sure when customers ask AI for an electrician, it’s your name that comes up first.
