Search is evolving quickly. The old model of typing a query into Google and receiving a list of website links is making way for something more advanced. This new experience is powered by artificial intelligence and is called the Search Generative Experience, or SGE.
For small business owners in Australia, particularly those based in Melbourne or Geelong, understanding this shift can make a real difference to your online visibility. Whether you’re running your own digital marketing or working with a local SEO expert, it’s important to understand what this change means and how you can stay ahead.
What Is the Search Generative Experience (SGE)?
To put it simply, SGE is Google’s next step in changing how search results are displayed. Rather than showing only a list of ten links, Google now provides AI-generated answers that summarise key information from a variety of reliable sources.
When you type in a question, you might see a short, helpful summary at the top of the results page. Below that, there are options for follow-up questions that keep the search going in a conversational style. This feels more like a chat and less like jumping from one website to the next.
These summaries, now known as AI Overviews, are appearing more frequently. This has a major impact on how people find businesses and information online.
For small businesses, this means fewer people may click through to your website. Instead, they might get their answers directly from Google’s AI summary. This change requires a new approach to how your business appears in search results.
How Generative AI Is Changing the SEO Landscape
Generative AI is shifting the way people use search engines. It also changes how websites compete to be seen. Here’s what small businesses need to understand.
- Fewer Clicks, Higher Intent
When Google provides an answer in the search results, many users won’t feel the need to click on a website. This might reduce your website traffic. On the upside, the people who do click are often more serious and ready to take action.
- Conversational Searches Are the New Normal
Instead of searching for something like “SEO agency Melbourne,” people now ask questions such as “What’s the best SEO strategy for a local business in Melbourne in 2026?” This means your content should sound natural and answer specific questions clearly.
- Earning Trust Is Crucial
Google’s AI pulls information from websites it considers trustworthy. To be included, your content must show expertise, experience, authority and trust. This is often called E-E-A-T. For small businesses, that includes having reviews, local recognition and original content that proves your value.
- Use of Structured Data Is Increasingly Important
Using schema markup on your website helps search engines understand your content better. For example, LocalBusiness, FAQ and HowTo schema can make it easier for your site to be selected as a source in AI summaries.
- Local SEO Still Matters
For small businesses in places like Geelong or Melbourne, local SEO is as essential as ever. Keeping your Google Business Profile updated, collecting positive reviews and publishing content that’s location-specific can all boost your visibility.
What SGE Means for Small Business Visibility
Let’s look at the potential effects of generative search on local businesses and how you can respond.
Challenges
- You might see a drop in website visits because more answers appear directly in search results
- There’s now more competition to be featured in AI-generated answers
- You need to focus more on your local community and how your business relates to it
Opportunities
- If you publish useful and original content, you can become a trusted source in Google’s summaries
- You can connect better with your local audience by answering their specific questions
- You have the chance to build real authority through blogs, FAQs and local guides
For those willing to adjust, SGE offers new ways to reach people who are searching for what you do.
Practical SEO Strategies for the Generative Search Era
To make the most of this shift, it’s important to focus on strategies that match how search is evolving. Here’s where to start.
- Answer Real Questions
Create content that answers the questions your customers are asking. For example, instead of just writing about “AI SEO services,” write something like “How AI SEO services can help small businesses in Melbourne grow in 2026.”
- Write Naturally
Use a conversational tone. Avoid technical terms unless necessary. Make your writing sound like something you’d say out loud. This helps with voice search and makes your content more approachable.
- Quality Over Keywords
Keywords like “SEO agency Geelong” still matter, but only when used naturally. Instead of stuffing them into your content, focus on writing helpful articles that include these phrases in a way that makes sense.
- Add Structured Data
Use tools that let you add schema to your site. This helps Google understand who you are, where you are and what services you provide. Schema also increases the chances of your content being picked up by AI summaries.
- Optimise for Voice Search
More Australians are using voice assistants like Siri or Google Assistant. People speak differently than they type. Include question-based headings and short, clear answers to improve your chances of appearing in voice search results.
- Keep Local SEO Up to Date
Make sure your business information is current. Add new photos, respond to reviews and post updates on your Google Business Profile. These small steps build trust and help your business stand out locally.
- Watch Your Data
Use tools like Google Search Console to track changes in impressions, clicks and traffic. If you notice more impressions but fewer clicks, your content might be showing up in AI summaries but not convincing users to visit your site. Try updating headlines, adding stronger calls to action or improving the information offered.
- Diversify Your Content
Don’t just stick to blog posts. Mix in videos, how-to guides, FAQs and customer stories. Google’s generative AI pulls from all types of content, so having a variety increases your chances of being seen.
- Build Up Your Reputation
Add author profiles, share testimonials and publish case studies. These are simple ways to show that you’re a real, experienced and trustworthy business. The more you prove your credibility, the more likely your site will be referenced.
- Consider Working with an SEO Expert
If all of this sounds overwhelming, you don’t have to go it alone. Partnering with an SEO agency in Melbourne or Geelong that understands generative search can help you stay competitive without taking time away from running your business.
Tools and Prompts You Can Use Now
Here are a few tools and prompts that small business owners can use to improve their content and search presence:
Helpful Tools
- Google Search Console – to track how your website is performing
- SEMrush or Ahrefs – for keyword ideas and content topics
- Schema markup generators – to easily create structured data for your website
- Review platforms – to manage and respond to customer feedback
Smart Prompts
- Use AI tools or brainstorming exercises with prompts like these:
- What are the top five questions Melbourne small businesses ask about SEO?
- Write a blog explaining how SGE is changing search for local cafes
Create an FAQ page for a Geelong SEO agency
- Outline a guide on why local SEO is still important with AI in search
These prompts help you create content that matches the way people search and how AI chooses what to summarise.
Final Thoughts: Be Ready for the Future of Search
Generative search is here to stay. It’s part of a bigger move toward smarter, more helpful search results that give people what they want without them having to click around.
For small businesses in Australia, particularly those based in Melbourne or Geelong, now is the time to adapt. Focus on trust, useful content and a strong local presence. Speak your customers’ language and make sure your business shows up where they’re searching.
Whether you’re doing it all yourself or teaming up with an SEO agency, being proactive today gives you a head start for tomorrow.
The businesses that adjust early will have the best chance to grow. Start now, stay consistent and let your knowledge and local expertise shine through.