Businesses across Swindon are being urged to rethink how their websites are built as artificial intelligence increasingly changes the way people search online.
Digital marketing agency Jazzbones Creative says more users are now turning to AI platforms such as ChatGPT, Gemini and Claude for recommendations and information instead of relying solely on traditional search engines.
The Swindon-based company says that shift means businesses now need to consider not only Search Engine Optimisation (SEO), but also what it describes as Generative Engine Optimisation, or GEO.
Jon Ladd, Digital Director at Jazzbones, said websites that fail to adapt risk becoming invisible to AI-powered search tools.
“For decades, the goal of every website owner was to be ranked highly on Google,” he said.
“But the digital landscape has shifted. We aren’t just optimising for keywords anymore, known as Search Engine Optimisation. Websites have to be Generative Engine Optimised, or GEO. Websites have to work really hard to achieve both.”
He said standalone AI platforms are now acting as recommendation engines, with users increasingly asking AI assistants to provide tailored suggestions rather than scrolling through pages of search results.
“Whether people use Gemini, ChatGPT, Copilot, Claude or one of the other AI engines, they are now getting their answers directly from AI interfaces,” he said.
“If your website isn’t ‘AI-fluent’ you’re essentially invisible to the most powerful recommendation engines on the planet.”
According to Jazzbones, sectors facing strong online competition — including estate agents and professional services — may be particularly affected by the change in consumer behaviour.
Jon said many users now preferred conversational searches over traditional web browsing.
“If I am looking for an estate agent in Swindon, for example, instead of searching in Google, I might go to an AI engine and ask it to search for me, based on the criteria I want,” he said.
“It is a much more intuitive way to use search.”
The company says businesses can improve AI visibility by adding structured website code, publishing frequently asked questions, using comparison tables and producing original content such as case studies and research.
Clear language and regularly updated information also remain important, both for traditional search rankings and AI-driven recommendations.
Jon added: “Keep the language clear and natural. If your website doesn’t sound like you, it’s harder for people to connect with it.
“Include clear answers to common customer questions such as pricing, timelines and market conditions. And keep it up to date, because this signals that your business is active and relevant.”
More information about the company’s services can be found via the Jazzbones Creative website
