Australian businesses have spent decades working to get to the top of Google. As consumers increasingly turn to AI tools for recommendations, marketers are racing to understand what makes one business appear in an AI-generated answer over another.
Two Australian studies this year suggest the answer may not always be the websites or strategies we expect to drive traffic.
In September, Perth-based Search Scope recorded 2,400 AI responses across 20 industries and found Starworks, a relatively little-known Australian business directory, appeared 199 times.
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Simon Thompson has worked across print, television and radio in Australia, the UK and the United States. His reporting has covered business and financial markets, immigration, politics and water policy. He previously covered UK and European private equity in London and has reported for NPR and PBS-affiliated outlets in the US. Simon studied journalism and politics at Monash University.
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