For years, Google has been the centre of our online universe.
You type in a question and Google gives you a list of sites ranked by how closely they match your search and how reliable the websites
appear to be.
Simple. Predictable.
But the rise of AI-powered search tools – like ChatGPT and Gemini – has quietly changed the rules. Instead of giving you links, AI tools deliver answers. They don’t just point people toward your website—they summarize who you are, what you do, and whether you’re
credible enough to recommend.
If you’re in real estate (or any business that depends on being found online), this shift matters more than ever.
True, Google searches are still far more popular than AI searches, but use of AI is expanding exponentially.
Google Search vs. AI Search: What’s the Difference
Google is like a librarian. It organizes information by keywords, popularity, and structure, but it’s left up to you to click the links
and find the information you’re looking for.
AI search is more like a trusted advisor. It doesn’t care just about your keywords—it looks for evidence of expertise and consistency across your entire online footprint. That means your Google Business Profile, website, social media bios, online reviews, and even media mentions all work together to build your “digital reputation.”
So when someone asks an AI tool, “Who’s a great realtor in Oakville?”, it’s not only scanning Google—it’s pulling from a mix of sources to find a credible, consistent, human presence.
How to Boost Your Visibility in the Age of AI
You don’t need to rebuild your website or master a new algorithm. But you do need to make sure the digital version of you looks
trustworthy and complete.
Here’s where to start:
1. Keep your Google Business Profile fresh.
Add new photos, respond to reviews, and post short updates regularly. It’s one of the first places both Google and AI look for proof that you’re active and engaged.
2. Be consistent across platforms.
Your name, brokerage, contact info, and headshot should match everywhere – on Google, Realtor.ca, Instagram, Facebook, and your website. Small differences can confuse both search engines and clients.
3. Share content that demonstrates expertise.
Write short posts about the market, buying tips, or local insights. AI tools read this as authority signals – evidence that you know your stuff.
4. Encourage authentic reviews.
Quality reviews from real clients help both traditional and AI searches rank you higher. They’re modern word-of-mouth.
5. Write like a human.
Skip the jargon and keyword stuffing. The best way to show up in AI search is to sound like you’re talking to a real person – which, of course, you are.
The Bottom Line
AI search isn’t replacing Google – it’s expanding it. The people (and algorithms) deciding who to trust are now looking beyond your
website to the whole picture of your digital presence.
That means it’s never been more important to keep your online profiles accurate, aligned, and authentic.
Ready to see how your online presence stacks up in the age of AI? Let’s talk about your digital tune-up. Give us a call at 416 275 7916 or send an email to [email protected], or send us a fax (just kidding, we don’t have a fax!).