Google’s new AI search might mean a big change in the way advertisers and Ad agencies work with search.
Recently in the UK, we have seen the introduction of Google AI search. Whilst many in the digital space may have already moved on from the normal Google Search query and use tools like Claude or Perplexity instead, one of the ways to get the masses across to AI is surely for it to be incorporated into AI search.
It is therefore important we understand Google AI search, and what its introduction will mean for the way consumers search.
Recently speaking on the Modern Wisdom YouTube channel, Rory Sutherland, Vice Chairman of Ogilvy Advertising spoke about how search is changing. He made the point that historically, businesses have needed ads agencies to attract consumers, but now with AI, we might see consumers using AI as essentially an ads agency, to find their business.
This is an interesting point made at an interesting time, as it ties in completely with some of the initial findings from some basic Google AI search prompts.
What we learned from Google’s AI search
When looking at service-led businesses in large cities, such as a physiotherapist in London, we saw Google giving tips on which sort of business to choose. At the bottom of the search result, there were suggestions identifying the following things as good indicators of what made the ‘best physiotherapy practice in London.’
Does this give away some of the key considerations Google look at when deciding what search results to show you for ‘best physiotherapist London’?
It certainly looks that way, and whilst the digital world knows largely the EEAT signals and how to show Google you are trustworthy, some of the considerations above are interesting, and shows Google’s workings almost saying to the consumer, these are the things we value and you should too.
Considerations in search
See below another example for opticians, similarly, considerations of what to look out for when choosing your service led business are again listed.
Interestingly here, Google AI search gives the added breakdown of benefits for choosing an independent Opticians, or a chain, considering price and how personalised the experience is.
This is very important as it highlights if you are an independent local Optician, you need to draw into what makes your business unique so that you can stand out from competition and identify to Google you are a good choice for those searching for independent Opticians.
Recommending how you should proceed
Within the search for an Optician, there was also some direction from Google on how you should proceed:
See at the bottom of the above image “It is recommended to schedule a consultation for a few practices.”
Here Google show that they do not believe one best practice is the best for everyone, which may indicate why there is a wide range of variation of local service business search. Google works hard to tailor your needs the best, then recommends contacting a few of its suggestions to find the best fit.
If you are in one of these businesses, trying to get customers, this is where you front-of-house approach is really key. Being the first to answer the phone or contact a customer is so important and also addressing their needs quickly and effectively will be sure to capture that lead.
The things we learned 