Back to articlesIf you’ve ever been told that you need to “work on your SEO”, you’re not alone.
For years, Search Engine Optimisation (SEO) was all about helping your website rank higher on Google. The goal was simple: appear on the first page when someone searched for your products or services.
But search has changed.
Today, your customers are finding businesses in many different ways, across many different platforms. Google is still important, but it’s no longer the only place people search.
If you’re a local business owner in Perth, understanding how modern search works is critical for improving your brand visibility, attracting more customers, and staying competitive.
The good news? You don’t need to become a technical SEO expert.
You simply need to understand the key building blocks that help your business get found online.
Search Is No Longer Just Google
Think about your own behaviour.
When was the last time you searched for:
- A restaurant on Instagram?
- A product recommendation on TikTok?
- A business referral in a Facebook Group?
- A tutorial on YouTube?
- A recommendation using ChatGPT?
This is exactly what your customers are doing too.
Modern search now happens across:
- Google Search
- Google Maps
- ChatGPT and AI platforms
- TikTok
- YouTube
- Industry directories
- Review platforms
- Online communities
This means your online visibility is no longer determined by your website alone.
Your entire digital presence matters.
What People See When They Search on Google
Let’s use a simple example.
Imagine someone searches:
“Best marketing agency in Perth”
Google will typically display three types of results.
1. Paid Ads
These are businesses paying Google to appear at the top.
While effective, visibility stops the moment you stop paying.
2. Google Business Profiles
This is often the most valuable section for local businesses.
Google Business Profiles display:
- Reviews
- Ratings
- Business information
- Photos
- Directions
- Call links
- Opening hours
For local searches, these listings often receive more clicks than traditional website results.
3. Organic Website Results
These are the traditional SEO rankings most people think about.
Google uses hundreds of signals to decide which websites appear first.
But here’s what many businesses don’t realise:
Google doesn’t only look at your website.
It looks at your overall digital reputation.
Why Google Business Profiles Matter More Than Ever
For local businesses, your Google Business Profile is often your most important online asset.
Google uses three primary factors to determine local rankings:
Relevance
How closely your business matches what someone is searching for.
Distance
How close your business is to the person searching.
Prominence
How trusted and established your business appears online.
This is where many Perth businesses miss opportunities.
Prominence is influenced by:
- Customer reviews
- Website quality
- Online mentions
- Social media activity
- Directory listings
- Content creation
- Brand visibility
In other words, your marketing activity directly influences how visible you are in search.
The Rise of GEO: Generative Engine Optimisation
One of the biggest shifts happening right now is the growth of AI search.
Instead of typing keywords into Google, people are asking questions like:
“Who is the best branding agency in Perth for established businesses?”
Or:
“What marketing strategy should a Perth business use to increase visibility?”
Platforms like:
- ChatGPT
- Gemini
- Claude
- Perplexity
- Microsoft Copilot
are increasingly providing direct recommendations rather than lists of websites.
This is where Generative Engine Optimisation (GEO) comes in.
GEO focuses on helping your business appear in AI-generated recommendations.
How AI Platforms Decide Who to Recommend
AI tools don’t simply look for keywords.
They look for signals of authority and trust.
These include:
- Helpful website content
- Educational articles
- Customer reviews
- Industry mentions
- Social media activity
- Business listings
- Brand consistency
- Expertise demonstrated online
Businesses that regularly publish useful content and build a strong online reputation are far more likely to be recommended.
Social Media Is Now a Search Engine
Many people don’t think of social media as search.
But it absolutely is.
Younger audiences often search Instagram and TikTok before Google.
Professionals regularly search LinkedIn for:
- Service providers
- Industry experts
- Business recommendations
Meanwhile, YouTube remains the world’s second-largest search engine.
This means your content isn’t just helping engagement.
It’s helping people discover your business.
Social Media Improves Brand Visibility By:
- Increasing awareness
- Building trust
- Demonstrating expertise
- Creating searchable content
- Supporting SEO efforts
- Generating brand mentions
Every piece of content you publish becomes another opportunity to be found.
Reviews Have Become a Search Ranking Factor
Reviews do much more than build trust.
They also help search platforms understand your business.
Google and AI tools analyse reviews to learn:
- What services you provide
- What customers value
- How often you’re recommended
- Whether your business is active
A business with 100 detailed reviews will often outperform a business with 10 reviews, even if their services are similar.
For local businesses, a consistent review strategy should be part of every marketing plan.
The Building Blocks of Modern Search
When we help businesses improve their brand visibility and marketing performance, we focus on several core foundations.
Essential Foundations
Every business should have:
Google Business Profile
Complete, optimised and regularly updated.
Professional Website
Clear, fast, mobile-friendly and easy to understand.
Customer Reviews
Actively collected and responded to.
Consistent Business Information
Your business name, address and contact details should match everywhere online.
Growth Accelerators
To strengthen visibility even further:
Helpful Content
Blogs, FAQs, guides and educational resources.
Social Media Activity
Regular content that demonstrates expertise.
Video Content
Especially YouTube and short-form video.
Online Authority
Industry mentions, partnerships, guest articles and media coverage.
Directory Listings
Relevant industry and local directories.
Why Branding and Marketing Strategy Matter
Many business owners think search is purely a technical exercise.
It’s not.
Modern search is increasingly connected to your brand.
The businesses that show up consistently are the businesses that:
- Have a clear market position
- Communicate their expertise
- Build trust publicly
- Create useful content
- Stay active online
This is why branding and marketing strategy are becoming more important than ever.
Search platforms are rewarding businesses that demonstrate genuine expertise and authority.
The Future of Search
Search is becoming more human.
Platforms are trying to answer one simple question:
“Which business is most likely to help this person?”
That’s why trust, visibility, reputation and authority are becoming stronger ranking factors than ever before.
Businesses that continue to focus only on keywords and websites will struggle to keep up.
Businesses that invest in their overall digital presence will continue to gain visibility.
Final Thoughts
The foundations of search have changed.
Success is no longer about ranking a website alone.
Today, getting found online requires a combination of:
- SEO
- GEO
- Google Business optimisation
- Reviews
- Content creation
- Social media visibility
- Brand authority
- Consistent marketing activity
The businesses that show up most often are usually the businesses investing in multiple touchpoints, not just one.
If your goal is to increase brand visibility, generate more enquiries, and strengthen your market position, the question is no longer:
“How do I improve my SEO?”
The better question is:
“How do I improve my visibility everywhere my customers are searching?”
Because that’s how modern search works.
June 2026 | Written by Emma Burdett – Brand & Marketing Strategist based in Perth, Western Australia
