Something fairly simple has changed in how people find things online.
A question that used to start in Google might now start in ChatGPT, Gemini, Perplexity or one of the AI features inside Google itself.
That matters because the result isn’t always a blue link anymore. Sometimes the customer gets the answer first and the source second.
So useful pages have another job now. They need to be easy to understand, quote and cite.
There’s a very simple test for this.
Take one of your important pages and ask an AI the question your customer would ask. See whether your company appears. See whether the answer is right. Then look at where it got its information.
It’s a surprisingly revealing five-minute experiment.