If you’ve had a website for a while, you’ve probably been told you “need to do SEO” or “get found on Google”. But search is changing – fast – and it’s no longer just about ranking in one list of blue links.
People still use traditional search engines like Google. But they’re also:
- Asking tools like ChatGPT for direct answers
- Talking to voice assistants on their phones or smart speakers
- Getting quick facts without ever clicking through to a website
So the real question is: how do you make your website easier to find online in this new landscape?
Pete Goff, Cosmic’s Web Services Manager, has spent over 20 years building and improving websites. Here’s what he’s seeing and what your site needs now.
How is search changing?
Let’s break down the main ways people are finding information today.
1. Traditional search (still important)
This is the bit most of us recognise:
- You type in what you’re looking for
- You see a list of websites
- You click the one that looks most useful
This still matters. Good titles, clear descriptions, and useful content will always help.
2. AI conversational search
More people are now asking tools like ChatGPT or other AI assistants to:
- Explain a topic in simple terms
- Compare options (“Which is better for small businesses…?”)
- Summarise information from different places
These tools pull ideas from trusted websites. If your content is clear, structured, and written by people who know their stuff, it’s more likely to be used in those answers.
3. Zero-click searches
Sometimes people get what they need without clicking anywhere:
- A quick answer appears at the top of the search results
- Opening hours show directly on the results page
- Maps, reviews, and phone numbers appear instantly
This can feel frustrating if you want clicks. But if your details are included in those quick answers, people can still find and contact you – even if they don’t visit your homepage.
What search engines and AI are looking for ?
The good news: search engines and AI tools broadly want the same things. They look for:
- Accurate, useful information
- Clear structure – headings, short sections, bullet points
- Fresh content – up-to-date pages, prices, and contact info
- Real expertise – written by people who actually understand the subject
If your site is tidy, curren,t and written in natural language, you’re already helping both Google and AI tools understand and trust your content.
8 practical ways to make your website easier to find online
Whether you manage your own site or work with a web designer, here are simple actions you can take now.
1. Use clear headings
Headings aren’t just for readers; they tell search tools what each page is about.
- Use one main heading (H1) that sums up the page
- Use H2 and H3 headings to break content into sections
- Make headings descriptive, not mysterious
Instead of:
“Our Services”
Try:
“Web Design for Small Businesses in Devon”
This helps both humans and search tools quickly “read” your page.
2. Keep your content up to date
Out-of-date content can quietly damage trust and visibility.
Good things to review regularly:
- Price lists
- Opening hours and contact details
- Old blogs mentioning past dates or events
- Services you no longer offer – or new ones you haven’t mentioned yet
You don’t have to rewrite everything. Start by updating your most visited pages and any information that could confuse new visitors.
3. Write like a human
Search engines and AI tools are improving at understanding natural, conversational language.
Aim for:
- Short sentences
- Clear paragraphs (2–4 lines)
- Every day words where possible
Write as if you’re explaining something to a real customer over the phone:
- What problem do they have?
- What do you do to help?
- What happens next if they work with you?
The easier your content is to read, the more likely people – and search tools – are to stick with it.
4. Use search-friendly words
Think about what your customers would actually type in:
- “website help for small business”
- “IT support near Honiton.”
- “How to sell crafts online.”
These are the kinds of phrases you can weave naturally into your content. Avoid filling your pages with technical terms that only experts would use.
A helpful exercise:
- Write down 5–10 questions your customers ask you most often.
- Use those questions – or parts of them – as headings or phrases on your pages.
- Consider adding a short FAQ section using those questions and answers.
This makes your site more useful and more visible.
5. Add alt text to your images
Alt text is a short description of an image. It’s vital for:
- Accessibility – screen readers use it for people who can’t see the image
- Search – it helps tools understand what the image shows
Good alt text:
- Describes what’s in the image
- Uses natural language
- Occasionally includes a key phrase if it fits, but doesn’t force it
For example, instead of:
“image123.jpg” or “picture”
Try:
“Local business owner updating their website on a laptop.”
This makes your site more inclusive and easier for search tools to interpret.
6. Speed up your pages
Slow pages frustrate people and can hurt your visibility.
Common causes of slow sites include:
- Huge image files
- Videos loading automatically
- Lots of third-party scripts and plugins
Easy wins:
- Compress images before uploading
- Use the correct image size for your layout (no larger than needed)
- Remove plugins or features you no longer use
If you’re not sure where to start, ask your web provider for a quick performance check.
7. Link your pages together
Internal links (links between your own pages) help:
- Visitors discover more of what you offer
- Search tools understand how your content fits together
Simple examples:
- From a blog about cybersecurity, link to your cyber services page
- From your “About” page, link to your training or web design pages
- From a case study, link to the service that supported that client
Think of internal links as signposts that help people and search engines navigate your site with confidence.
8. Claim and update your Google Business Profile
For local businesses and charities, this is essential.
Your Google Business Profile:
- Helps you show up on Maps and local search
- Displays your phone number, address and opening hours
- Shows reviews and photos
Make sure you:
- Claim your profile if you haven’t already
- Keep your details up to date
- Add photos that reflect your real work
- Respond politely to reviews where you can
Even if someone doesn’t visit your website, they may still call, visit or email you directly from this profile.
Making your site friendly for AI and humans
As AI tools scan the web for clear answers, your goal is simple:
- Explain what you do
- Show who you help
- Answer the questions people actually have
You don’t need to chase every new trend. Focus on:
- Helpful, honest content
- Clear structure
- Fast, accessible pages
Those basics will serve you well, whatever new tools appear.
How Cosmic can help improve your website
You don’t have to tackle all of this alone.
Cosmic’s web team can:
- Review your current site and highlight quick wins
- Improve structure, headings and content for clarity
- Tidy up technical issues that affect speed and visibility
- Build accessible, modern sites designed for today’s search landscape
If you’d like support, explore our website design and development services or get in touch to talk about where your site is now and where it needs to be.
Take your next step to be easier to find online
Search will keep evolving. New tools will come and go. But organisations that offer clear, useful information in a well-structured way will always have an advantage.
Start with one or two actions from this list:
- Refresh an old page
- Improve headings on a key service
- Update your Google Business Profile
Each small change makes your website easier to find online and easier to trust once people arrive.