How AI-Powered Search Engines Are Changing the Web—and What To Do About It
Search engines are evolving rapidly—and AI is at the heart of that transformation. Free tools like Google’s Gemini and ChatGPT are reshaping how people find information online. Traditional SEO strategies are no longer enough. If you have a business in New Zealand, especially in Hawke’s Bay, now is the time to update your digital strategy.
AI is changing how people search
Instead of scrolling through pages of search results, users now ask full questions and receive summarised answers generated by AI - often ruling out the need to visit a website regardless of it’s Google ranking. This also means your website might not show up in the traditional “blue link” list, even if it's well-optimised. AI tools often pull from top-performing sites or rich content sources—and may skip over simpler pages that lack depth.
What this means for your website
To stay visible, your site needs more than basic keywords. You need content that answers real questions, demonstrates authority, and provides value. That’s where blogging, FAQs, detailed service pages, and customer testimonials become critical. Websites that deliver clear, structured, and engaging content are more likely to be featured in AI-generated answers.
What EXACTLY can you do right now to stay visible?
As Digital Marketing specialists, we’re in the business of keeping you in business online, so to make things easy, here’s a handy list of 7 things you can do RIGHT NOW to keep your website visible. Don’t work your way through the whole list. Just pick one or two things that seem sensible to you and your skill set. And if that’s too hard (or you’re an A-type personality like me and want to do all 7) then just GET IN TOUCH and we can do it for you.
Squarespace website design makes it easier
If your site is built on Squarespace, you’re already one step ahead. With built-in SEO tools that are constantly adapting, clean design, and mobile responsiveness, Squarespace websites are naturally aligned with AI-friendly search standards.
Why local, professional help still matters
While AI can generate content, it can’t understand your business like a real human can. That’s where working with a local Hawke’s Bay expert like Natter makes all the difference. Eva has a post-grad degree in journalism and more than 20 years’ experience as a photographer in Hawke’s Bay, so can write custom copywriting that reflects your brand’s tone and goals, and match it with bespoke photography that captures the real people, places, and personality behind your business. This kind of authenticity sets your website apart—AI and human users alike respond better to real, original content that tells your unique story.
Natasha, Natter’s resident Gen Z digital native is an expert at taking Eva’s creative content and deploying it across digital platforms in a way that gets seen.
Need help future-proofing your online presence? Natter offers expert Squarespace website design and digital marketing to businesses across New Zealand and photography specifically in Hawke’s Bay, with locally tailored content that helps your business stand out—no matter how online search evolves. Get in touch now to see how we can help make your Squarespace website stay relevant.
