SEO Is Changing - And That’s a Good Thing

Once upon a time, SEO meant showing up on page one of Google. But today, people are getting their information from a much wider mix of sources.

Search is no longer a one-size-fits-all game. Gen Z are searching on TikTok. Professionals are asking ChatGPT. Google is also blending AI-generated summaries into its search results. If your strategy is still focused only on ranking for keywords in organic search, it’s time for an upgrade.

This change is good news - because it opens up more opportunities to be visible, especially if you’re nimble and know your audience well.

ChatGPT Is Reshaping Content and Search - Here’s How

One of the biggest disruptors in the SEO space is generative AI, with ChatGPT being the primary tool.

People are using these tools to get quick answers, ideas, and solutions. This is particularly the case for long string, nuanced, contextual questions. Instead of clicking through 10 blog posts on Google, AI can find and distil all the relevant information into one concise (sometimes!) answer. 

How users search is changing - If they’re using ChatGPT to ask questions, your content should be structured with clarity, authority and helpfulness so that it can influence or inspire AI-generated responses.

For example, someone may search for something like ‘compare the range of all available electric bikes in Australia under $1,000.’ A search like this will mean that AI will search your website to discover this information. If you deliver this information, along with key unique propositions and points of difference (on the page itself or your website), then AI will be able to place this essential content in the answer. This may help to sway the searcher toward your brand.

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Pro tip: Include FAQs, clearly structured answers, and concise summaries in your content to enhance user experience. These elements often form the foundation on which AI tools will be based.

TikTok Is the New Google (for Some People)

For many under-35s, TikTok isn’t just for dance trends and recipes - it’s their go-to search engine.

Want to know the best cafes in Melbourne? There’s a TikTok for that.
Looking for skincare tips or DIY plumbing advice? Yep, TikTok again.

Why? Because TikTok delivers fast, authentic, video-driven answers with social proof built in (likes, comments, shares). And let’s be honest - it’s more fun than a wall of blog text.

For small businesses, this is a massive opportunity. You don’t need huge budgets or big production. All you need is a phone, a clear message, and a little creativity.

Pro tip: Use keywords and hashtags in your captions like you would with Google SEO. Think of your TikTok caption like a mini meta title.

What Are Google’s AI Overviews and Should You Worry?

Google’s AI Overviews are the AI-generated summaries you now see at the top of some search results. They aim to answer your question instantly - often without requiring the user to click through to a website.

From a traffic perspective, this might seem scary - and for some industries, it is. If your site relies heavily on informational traffic (think: “What is GST?”), you might see a dip.

But AI Overviews also open the door for new content strategies. Google still pulls from trusted sites to feed these overviews. That means well-structured, authoritative content that answers specific queries is still valuable.

Focus on depth, structure, and clarity. Add value where AI summaries fall short - like with local insights, personal experience, or customer-specific details.

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What You Should Do Right Now About These SEO Shifts

If you’re running SEO for your business in 2025, here’s your new to-do list:

• Update your content so it’s clear, helpful, and formatted for both people and AI.
  
  
• Start experimenting on TikTok if your audience is under 40 or visually-driven.
  
  
• Think multi-platform - Google still matters, but it’s no longer the only game in town.
  
  

Tools, Tips and Tactics for Small Businesses in Australia

Here are some tools and ideas to help you thrive in the new SEO landscape:

• ChatGPT - for content ideas and outlines.
  
  
• TikTok & CapCut - to quickly shoot and edit short-form video content.
  
  
• AnswerThePublic & AlsoAsked - for finding real search queries and building helpful content around them.
  
  
• Google Search Console - to monitor where your existing traffic is coming from and what you’re ranking for.
  
  
• SEMrush - for traditional keyword research (still relevant, just not the only focus).
  
  

Remember, being early to shift means you stay visible while others are still catching up.

FAQ

Do I still need to focus on keywords for SEO?
Yes - but they’re only one part of the puzzle now. You also need to consider how people are searching (platform, format, style) and optimise for that.

Is TikTok SEO really a thing?
Absolutely. TikTok captions and hashtags function like mini search metadata - and the algorithm is heavily driven by content relevance and engagement.

Will ChatGPT kill traditional SEO?
Not kill, but definitely change it. Businesses need to create content that’s more useful, structured, and trustworthy so it’s both human- and AI-friendly.

How do I show up in Google’s AI Overviews?
Focus on quality, structure, and direct answers. Use subheadings, clear formatting, and cover a topic in detail from a trustworthy perspective.

Conclusion

SEO isn’t dead - it’s just different. For small businesses, this means finding new ways to get noticed without relying solely on page one of Google. Whether it’s answering questions through ChatGPT, showing up on someone’s For You Page on TikTok, or having your content featured in AI Overviews - there’s never been a more exciting time to shake up your strategy.

The winners in this new world are those who adapt early and create with purpose.

This guide is written by Hedgehog, a ‘Done With You’ digital marketing consultancy specialising in small and medium businesses in Australia. We offer digital marketing strategy, planning, training and implementation.

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