AI Search Is Reshaping How Australians Find Information

According to Search Engine Journal, new research shows that wider access to ChatGPT has cut traditional search queries by roughly 9%. The study, which looked at U.S. desktop browsing data, found that people now turn to AI tools instead of Google for many everyday questions.

This matters because it signals a genuine change in online behavior, not just a fad. When free users got ChatGPT Search, the decline in traditional searching grew even larger—reaching 17% after 20 weeks. Australian businesses that rely on Google traffic need to pay attention.

Why This Shift Matters for Your Google Rankings

The research also shows that ChatGPT sends visitors to different kinds of websites than Google does. AI tools tend to point people toward reference sites, academic content, and subscription-based platforms rather than ad-supported pages. That means a lot of the traffic small businesses once counted on from informational blog posts could weaken.

From an SEO perspective, the game is changing. Google still dominates, but AI search creates a new layer where users get answers without clicking links. If your business depends on being the top result for "how to fix X" or "best Y in Australia," you may see fewer visits over time as more people use ChatGPT directly.

What This Means for Australian SMBs

For small and mid-sized Australian businesses, this trend hits close to home. Many local companies rely on ranking for informational queries—like "best plumber in Sydney" or "how to choose accounting software"—to attract new customers. If AI search reduces those clicks, you cannot simply rely on old-school keyword stuffing or link building alone.

The drop in search usage is biggest for informational content, not transactional searches. So if you sell a product or service directly, your Google Shopping or local pack rankings may hold up better. But the path from "I need help" to "I buy your service" may now involve an AI assistant instead of your website.

What You Can Do Now

  • Focus on creating content that answers specific, practical questions for your local audience—Australian examples, local regulations, and real use cases stand out to both Google and AI models.
  • Build your brand presence outside of search—newsletters, social media, and direct referrals become more important when fewer people click through from Google.
  • Optimize your website for featured snippets and structured data so AI tools can easily pull your information—this increases the chance your content gets used even if a click is not guaranteed.
  • Track where your traffic actually comes from using analytics—watch for declines in organic search and increases from AI referral sources like ChatGPT or other chatbot platforms.
  • Consider producing expert-level content that AI models cannot easily summarise—original research, case studies, and tools give people a reason to visit your site directly.

At MS&VG, we help Australian SMBs adapt to this new landscape. Our AI-powered SEO service is designed to keep your business visible whether customers come from Google, ChatGPT, or other emerging search tools. We focus on practical strategies that match how people actually find information today.