The New Battle for Visibility: Google Search vs AI Search
Google isn't going anywhere and AI search isn't a fad. How the two compare, where customers go for what, and how to win visibility in both.
The short answer: It’s not Google or AI search. It’s both. Google is still where most searches happen and most clicks come from. AI search is growing fast and shapes decisions earlier in the buying journey. And Google itself is turning into an AI search engine. The winners will run one strategy that makes them visible in both.
There’s a lot of noise about AI “killing Google”. There’s just as much noise from people insisting nothing has changed. Neither is right.
What’s actually happening is a battle for visibility on two fronts. Google search is changing from the inside, and AI tools like ChatGPT, Perplexity and Gemini are building a new front door to the web. Here’s how they compare and how to win on both.
The state of play
Google still handles far more searches than any AI tool, and it still sends far more traffic to websites. For most Australian businesses, it remains the single biggest source of new customers online.
But AI search is no longer a niche. ChatGPT alone passed 800 million weekly users in 2025, and people increasingly use it to research, compare and choose. At the same time, Google has put AI at the centre of its own results with AI Overviews and AI Mode.
So the question isn’t which one wins. It’s how your business shows up in both.
How Google search and AI search differ
| Google search | AI search | |
|---|---|---|
| What you get | A page of links, ads, maps and AI summaries | A written answer with a few sources |
| How people search | Short keywords | Long, detailed questions |
| What decides visibility | Rankings, relevance, authority, location | What trusted sources say about you |
| Clicks to websites | Still strong for buying and local searches | Lower, but visitors are often better informed |
| Paid options | Mature: Search, Shopping, Local | Early: ads live in only a handful of countries |
| How you measure it | Rankings, clicks, conversions | Mentions, citations, AI referrals |
Where your customers go for what
People don’t pick one tool for everything. They use the right tool for the job, and the pattern is fairly predictable.
- Urgent and local needs go to Google. A burst pipe, a dentist nearby, opening hours. Google Maps and local results win here.
- Research and comparison increasingly go to AI. “Which accounting software suits a small construction business?” is the kind of question people now take to ChatGPT or Perplexity.
- Buying goes back to Google and websites. Once people have a shortlist, they search brand names, check reviews and head to websites to buy or enquire.
That means AI search often shapes the shortlist, and Google often closes the deal. Miss either stage and you lose customers you never knew you had.
What wins in both
The good news is that most of what works in one also works in the other.
- A technically sound website that search engines and AI crawlers can read easily.
- Clear pages that say exactly what you do, who for, where and at what price.
- Content that answers real buyer questions, with the answer up front.
- Proof, like reviews, case studies, named experts and original data.
- Mentions on other trusted sites, from industry directories to news coverage.
- A consistent brand, with the same details everywhere your business appears.
How to split your effort
If you’re starting from scratch, here’s the order I’d work in.
- Fix the foundations. Technical health, site speed, Google Business Profile and tracking. Nothing else works without these.
- Win the money searches on Google. Service, product and location pages for searches that lead to enquiries and sales.
- Build proof and reputation. Reviews, case studies and third-party mentions. This helps Google and AI search at the same time.
- Add AI visibility work. Test how AI tools describe you, fix the gaps and track mentions and AI referrals.
- Layer in paid. Google Ads for high-intent searches now, and AI ads when they’re available here and the numbers make sense. That’s usually where our Perth Google Ads specialists start.
Most of your effort will still go into work that helps Google. The difference is that you now choose that work with AI search in mind too.
Signs you’re losing the visibility battle
- Impressions in Google Search Console are rising but clicks are falling.
- AI tools don’t mention you when asked about your category, but they do name competitors.
- AI tools get your services, prices or locations wrong.
- Searches for your business name are flat or falling.
- Your SEO reports look fine, but enquiries don’t.
If two or more of those sound familiar, it’s time to review your approach. We explain why rankings alone can mislead you in Why Ranking #1 on Google May Matter Less Than It Used To, and what ChatGPT means for new customers in Will ChatGPT Become a Serious Customer Acquisition Channel?
The bottom line
Google isn’t going anywhere, and AI search isn’t a fad. The battle for visibility is now fought on both fronts at once. The businesses that win won’t be the ones that pick a side. They’ll be the ones that are clearly described, well reviewed and easy to find, wherever their customers start looking.
Want to see how you stack up in both? Our free audit covers your Google performance and your AI visibility in one report. Or explore our SEO and AI search optimisation services.
FAQs
Should I stop investing in Google SEO?
No. Google still drives the most search traffic for most businesses, and it’s becoming an AI search engine itself. Good SEO also feeds your visibility in AI tools, and dedicated AEO services build on it.
Which AI search tool matters most?
ChatGPT has the biggest standalone audience, but Google’s AI Overviews reach even more people because they appear inside Google search. Perplexity, Gemini and Copilot matter too. Focus on the fundamentals that help across all of them.
How long does it take to improve AI visibility?
Fixing your own website can show results within weeks as AI tools pick up the changes. Building reviews and third-party mentions takes longer, usually several months, but it compounds over time.
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About the author
Director and Lead Consultant, Anahaw Media
John Conigliaro is the Director and Lead Consultant at Anahaw Media, a Perth digital marketing agency focused on performance. A Filipino-Australian digital marketer now based in Perth, WA, with more than 15 years’ experience across Singapore and Australia, he has led agencies in Australia on technical execution and growth strategy, founded a globally recognised eCommerce brand, and managed almost 300 campaigns, from small businesses to multinational brands, including Canon, Uniqlo, Benefit Cosmetics, Asiana Airlines, Changi Recommends, APM and Golfbox. He completed an MBA and a dissertation on Digital Transformation, holds a specialisation in Computer Applications from De La Salle-College of Saint Benilde (DLSU-CSB), and is also a consumer tech critic and publisher. His mission is to use his talent and passion for digital marketing to change businesses for the better, in how they win customers and how they build their brand.
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