Google’s Evolution over the past 10 Years: What It Means to Be “Found Online”
The Search Game Has Changed—Are You Still Playing by the Old Rules?
Remember when all you needed to rank on Google was a website stuffed with keywords and backlinks? No need to tell you that things have changed. You’ve probably come to that frustrating conclusion yourself: despite ranking decently on search engines, potential customers still aren’t finding you the way they used to.
The rules of being discoverable online have completely transformed over the past decade, and most businesses are still using strategies that worked 10 years ago. The reality is this: Google's evolution and the coming of AI has completely changed how customers search for businesses and how they find them. The businesses thriving online now aren't necessarily spending more on marketing; they're just playing by the new rules while their competitors are stuck in the past.
We’ll break down what’s been changing, how it’s affected being “found online”, and how you can come out on top in this new game.
How Search Behaviours Have Changed
Customers are searching with photos, voice commands, and casual questions; all things traditional keyword strategies are missing out on. We explain why and where to go from here.
The Age of AI and What It Means for You
AI is rewriting who gets found online, favouring businesses that solve real problems over those playing by the same old SEO rules. See what those rules used to be and what’s working now.
How (and Where) to Rank in This New World
Your customers are looking for you everywhere now. Find out exactly where and how to be found exactly when you’re needed.
Your current approach isn't working, but the fix is simpler than you think. The customers are out there searching. You just need to know where they're looking.
How Search Behaviours Have Changed
From Keywords to Questions
Here's what's happening more and more: when someone needs a plumber at 10 PM on a Sunday, they don't fire up their laptop and type "emergency plumbing services" into Google anymore. They snap a photo of the leak with Google Lens or grab their phone and ask Siri "Find me a plumber who can come out tonight for a burst pipe".
These longer, more specific questions show people expect search engines to understand their exact situation and provide tailored solutions, not just generic results. They want search engines to understand context, predict needs, and deliver personalized results instantly. The Google algorithm has evolved to reward businesses that match these new expectations, while those still optimizing for outdated search patterns find themselves invisible to potential customers.
How People Used to Search 10 Years Ago
Back in 2015, when people needed a service, they'd typically type a few basic keywords into Google – things like "contractor Toronto" or "roof repair." They'd scan the first page of results, maybe visit two or three websites to compare, and make their decision based on what they found. People approached search like using a phone book; they knew what they wanted and used specific terms to find it.
Searches were shorter, more generic, and focused on broad categories rather than specific problems. Someone with a leaky roof would search "roofer" rather than describing their exact situation. The expectation was to get a list of options to research, not immediate answers.
But even then, things were starting to shift. The Google algorithm was getting smarter, user expectations were rising, and new technologies were about to change everything about how people find businesses online.
How People Search Now
Today's search is completely different: it's conversational, visual, and happens everywhere. Your customers are taking photos of broken fixtures with Google Lens to find replacement parts or repair services. They're asking Siri "Call a contractor" while driving home from work.
This evolution has fundamentally changed how the Google algorithm works. Voice search through wireless communication has made queries more natural and conversational. Visual search capabilities allow people to find services based on images rather than descriptions. Most importantly, artificial intelligence now powers search results, meaning Google understands the intent behind searches rather than just matching keywords.
How to Catch Up
So how do you adapt to these new search behaviours? Here are the key shifts that actually help:
- Optimize for questions, not just keywords
Answer the actual questions your customers ask, like "How much does X cost?" or "How long does Y take?" - Get visual
Use high-quality images and videos that can be discovered through visual search engines - Think mobile-first
Your website needs to load fast and work perfectly on smartphones since that's where most searches happen - Claim every platform
Nowadays, businesses can be found everywhere. Be visible on Google My Business, social media, review sites, and anywhere customers might look - Write like you talk
Use natural language that matches how people actually speak and search
The Bottom Line?
Search is, now, about being genuinely helpful where your customers are actually looking. And the places they're looking might surprise you – they're asking ChatGPT for contractor recommendations, using TikTok to research home improvement ideas, and expecting AI-powered answers rather than lists of websites. But there's more to this AI story than just new search platforms.
The Age of AI and What It Means for You
It’s All about Context
Let's get one thing out of the way: SEO isn't dead. But it's evolving faster than most businesses can keep up with. The basics still matter; you need good content, a website that works properly, and relevance to what people are searching for.
What's different now is that AI has become a major factor in search results. And in response, Google has gotten much smarter about understanding what searchers actually want, not just what words they type.
Google before AI
Google's ranking system used to be pretty predictable, almost like following a recipe. You'd start by researching which keywords your customers were typing, like "plumber Toronto," "emergency plumbing," "drain cleaning services." Then you'd sprinkle those exact phrases throughout your website content.
You'd reach out to other websites to build backlinks, essentially getting them to "vote" for your site by linking to it. Technical SEO meant optimizing page load speed, fixing broken links, and making sure search engines could crawl your site properly.
The whole system was mechanical. Success was about checking boxes: keyword in title? Check. Fast loading time? Check. Quality backlinks? Check. But this system had a fatal flaw: it rewarded websites that were good at SEO, not necessarily good at helping customers.
Google in the Age of AI
Artificial intelligence has taught Google to think more like a helpful human rather than a simple matching system. Instead of just looking for websites that contain the right keywords, Google's AI now tries to understand the real question behind every search and find the most helpful answer. When someone types "basement flooding," Google's artificial intelligence doesn't just look for pages with those words; it understands this person has an emergency and needs immediate help from a local professional.
This is where Answer Engine Optimization (AEO) comes in. Think of it this way: instead of trying to rank for "plumber Toronto," you're now trying to be the best answer to "My toilet is overflowing at midnight, who can help me right now?" Google's AI analyzes whether your content actually solves people's problems, how quickly visitors find what they need on your site, and whether you're giving complete, useful answers. The businesses winning online today are the ones that stopped thinking "How do I rank?" and started thinking "How do I help?"
Tomorrow Is Now
The shift to AI-powered search is creating new opportunities alongside traditional ranking factors. So, how do you actually position your business to succeed across this evolving search landscape?
How (and Where) to Rank in This New World
So…What Now?
Alright, so you understand that search has changed and AI is reshaping the game. Now comes the big question: what do you actually do about it? Most business owners know they need to adapt, but they don’t know where to focus first.
The good news is that succeeding in today's search landscape doesn't require a complete overhaul of everything you're doing. You just need to understand where your customers are looking – Google My Business, voice assistants, AI chatbots, social media platforms, review sites, and visual search – and make sure you're visible in those places.
What "Ranking" Actually Means Now
"Ranking" used to mean getting to position #1 on Google's first page for your target keywords. Today, it's much more complex. Your business might appear in AI-generated answer boxes, local map results, voice search responses, or featured snippets might be cited in AI assistants without traditional ranking.
Success now means being the answer Google's artificial intelligence chooses when someone has a problem you can solve. Google's AI has moved beyond simple keyword matching to understanding the intent behind searches and evaluating which businesses can actually solve the searcher's specific problem.
It considers factors like:
- Consistent business information across different websites (which builds trust and authority)
- Context and relevance of your content (does it actually answer the question being asked?)
- Customer reviews and ratings (social proof that you deliver results)
- Proximity to the searcher (especially crucial for local services)
- How well your information matches the specific query (comprehensive, helpful answers rank higher)
Where to Focus Your Ranking Efforts
The key is understanding that ranking happens across multiple platforms now, not just Google's traditional results. Here's where to put your energy:
- Google My Business optimization
Most local searches show map results first, so claim and complete your profile with accurate hours, photos of your work, and encourage customer reviews. Add posts about recent projects and respond to all reviews promptly. - Question-based content
Create pages that directly answer common customer questions like "How long does a bathroom renovation take?" or "What permits do I need for a deck?" Write content that mirrors how people actually ask questions. - Multi-platform presence
Keep consistent business information (name, address, phone, hours) across Google, Bing, Apple Maps, Facebook, review sites, etc. Google's AI cross-references these sources to verify accuracy and often pulls information from other platforms directly into search results
The Path Forward
Whether it's optimizing for AI-powered search, being found through voice queries, or showing up in local map results, the key is having a strategy that works across this new search landscape rather than relying on outdated tactics that miss where your customers actually are.
The Bottom Line: Your Business Deserves to Be Found
Google's evolution over the past decade has fundamentally changed how customers discover businesses, but the core principle remains the same: be where your customers are looking. The difference now is that "where they're looking" is spreading out.
It's work that evolves constantly as new technologies emerge. Staying current with all these changes requires dedicated time and focus. You became an expert in your industry by investing years mastering your craft, digital marketing experts have done the same in their field. So, shouldn't your digital marketing be handled by experts who live and breathe this stuff?
At Ubiweb, we specialize in just that, helping SMBs across Canada conquer this new age of ranking. We handle the complexity of modern search optimization, ensuring you're found wherever your customers are looking.
