Google AI Search in Australia: What your Business Needs to Know in 2025
Last month, Google rolled out AI Search Mode Australia-wide from 8 October 2025.
If you’re running a business here, this isn’t something you can ignore. The way people search is changing dramatically, and your digital strategy needs to keep up.
What’s happening? AI is now providing direct answers in search results, often without sending people to your website. We’ve seen this in the US, and the effects are already clear:
- Less Organic Clicks: Traffic to many websites has dropped. AI summaries give users answers immediately, meaning fewer clicks through to traditional listings.
- Zero-Click Searches: A massive chunk (some studies say up to 92-94%!) of searches now result in users asking their AI assistant and getting an answer without ever leaving the search page.
- Longer, Conversational Queries: People are talking to their phones and asking more complex questions, like “What’s the best dog groomer near South Brisbane that’s open on Saturdays?”
Who’s Most Affected?
Small businesses, especially service-based ones, local shops, and content creators, are feeling the pinch. Unlike big brands with massive recognition, smaller businesses often rely heavily on traditional search to get discovered. When those clicks dry up, that’s a real challenge.
What Australia Needs to Prepare For (It’s Like the US Launch, But You Get a Heads-Up!)
- Fewer Clicks: Be ready for more “zero-click” searches.
- Talk Like People: Your content needs to match natural, conversational questions.
- Local & Specific Wins: AI is good, but it still struggles with nuanced local needs. Be the specific solution people ask for.
- Brand Mentions Matter: Focus on getting your brand name cited in AI answers.
How to Adapt and Thrive
The good news? Because you’re in Australia, you have advance warning! Use this time to get ahead:
- Optimise for AI Overviews: Structure your content to answer common questions clearly and concisely—make it easy for AI to grab your info.
- Focus on Hyper-Local: Be super specific about your suburb, services, and what makes you unique to locals. AI might struggle with niche local questions, giving you an edge.
- Build Direct Relationships: Your email list, loyal social followers, and word-of-mouth referrals become even more valuable when search traffic dips. Have a plan to nurture these direct connections.
- Be the Trusted Source: Mention your expertise, cite your sources (like we do!), and get genuine, detailed reviews. AI will pick up on trustworthy brands.
The shift to AI-powered search is profound, but it’s also an opportunity. By focusing on what AI can’t easily replicate—your local authenticity, your genuine expertise, and your direct customer relationships—you can ensure your business doesn’t just survive, but thrives.
If you’re wondering how these changes might specifically impact your Brisbane business, or what steps to take next, let’s have a chat. We’re keeping a close eye on these trends so you don’t have to.
