Search is going through the biggest change we've seen in years. AI tools like Google's AI overviews, ChatGPT and Gemini are now answering questions that used to send people straight to your website. We want to be open with you about what's happening, and how we're adapting your SEO to keep your business visible and ahead of the competition.
AI SEO: the new piece of the puzzle
You might have started hearing terms thrown around like AIO, AEO or GEO. They all point to the same thing: optimising your business so it gets recommended and mentioned in AI search results, whether that's Google, ChatGPT, Gemini or whatever comes next.
This matters more than it might first sound. Since Google rolled out its AI overview, pages that used to rank first have lost as much as 57% of their traffic. People are getting their answer at the top of the page without ever clicking through to a website.
To future-proof your business and stay ahead of your competitors, putting real focus into AI SEO is no longer optional. From this summer, it's where we'll be directing more of our time and attention.
Traditional SEO isn't going anywhere
Here's the reassuring part: the foundations don't change. Creating quality content, keyword research, tracking your competitors and building backlinks all still matter, and they remain the core framework for SEO.
What's changing is how AI and Google use that information to decide who gets shown and recommended. Get the fundamentals right and you give yourself the best possible chance in both traditional search and AI.
Content is still king, but the rules have shifted
Content is still where most of the work happens. The old approach was simple: write a blog post targeting a keyword, and rank that page on Google.
Today it's about something bigger. You need to become the recognised expert in your field. That means creating genuinely useful content covering every part of your industry, with clear answers and real substance behind them.
So what exactly is "AI slop"?
In May 2026, Google released an update specifically designed to push low-quality, AI-generated content out of search and AI results. The industry nickname for that content is "AI slop".
Ask ChatGPT to write you a 1,000-word article on "how to fix a leaking pipe" and it'll happily oblige. It'll even read well. But it's built entirely from information already scraped off the internet. Nothing new, nothing unique, nothing genuinely useful. Google can spot it, and it's actively filtering it out.
The lesson is simple: to rank and be recommended, your content has to add something. Real-world experience, your own data, a genuine point of view.
How we create your content (the human way)
We still use AI as a tool, because it makes us faster. But there's always a human guiding it. In practice, our process looks like this:
- We take a target keyword and study the top five pages already ranking for it, to understand what they have in common.
- We feed AI real data and unique insight from your business, never generic, off-the-shelf information.
- We write in your brand voice, so it actually sounds like you and not a robot.
- We edit and shape every section by hand, adding the expertise and detail that sets you apart.
That's the difference between content that gets quietly filtered out, and content that earns trust from both readers and AI.
"Very few people actually read a website word for word. They scan, hunting for the answer. AI does exactly the same."
Getting to the point, faster
You may notice your content starting to feel less padded and more direct. That's deliberate. We're cutting the fluff so both readers and AI can find the answer quickly and confidently.
A website that clearly explains what your business does, backed by content to match, is what gets you ranked, recommended and mentioned going forward. Clarity beats cleverness.
Honestly? Not much.
Right now, there's nothing you need to do. We'll automatically put more time and focus into AI SEO as part of your service moving forward. If you'd rather we didn't, just let us know.
The one thing that genuinely helps is keeping your digital profiles up to date: your Google Business Profile, TripAdvisor, social media and anywhere else your business appears online. We'll be checking these for you too, but a quick review on your side never hurts.
