Google is still where most customer journeys begin, but the Google of today looks very different from even a year ago. AI Overviews now sit at the top of many results, answering questions instantly and reshaping how people interact with search. If your SEO strategy is built for the Google of 2020, it is time for an update.

What’s Actually Changing

The biggest shift is the rise of AI-generated summaries at the top of the page. For many informational queries, Google now provides a direct answer before any website links appear. This means the race is no longer just about being number one — it is about being the source Google trusts enough to quote.

At the same time, Google continues to reward genuine expertise, first-hand experience, and content that clearly serves the user rather than the algorithm. Its guidance around helpful, people-first content has only grown more important.

What Still Works

The fundamentals have not disappeared. A fast, mobile-friendly, technically clean website remains essential. Quality backlinks still signal authority. Well-structured content with clear headings, sensible internal linking and accurate information still performs. If anything, doing these things well matters more now, because the bar for being featured has risen.

The Rise of Intent and Long-Tail Queries

People search conversationally now, often typing or speaking full questions. Content that answers specific, real-world questions in a natural, thorough way tends to win both traditional rankings and AI Overview citations. Thinking about the actual problem your customer is trying to solve is more valuable than obsessing over a single keyword.

Local Search Still Matters Enormously

For Perth businesses, local visibility is a huge opportunity. A well-optimised Google Business Profile, consistent business information across the web, and genuine customer reviews continue to drive real enquiries and foot traffic.

The Bottom Line

Google is evolving, but the goal is unchanged: be the most helpful, trustworthy answer to your customer’s question. At CLIK Digital, we help businesses adapt their SEO for how search works today — not how it worked five years ago.

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Acknowledgement Of Country

CLIK Digital operates on Whadjuk Noongar boodjar. We acknowledge the Noongar people as the Traditional Custodians of this land and pay our respects to Elders past, present and emerging. Their enduring connection to Country, community and culture continues to inspire how we build and create