Surely I’m not the only person to notice the jazzy little AI box at the top of Google’s Search Engine Results Pages?
I guarantee you have too.
The truth is there’s been a lot of buzz lately about AI tools changing how we market, search and sell online. With platforms like ChatGPT, Gemini and Google’s Search Generative Experience (SGE) getting heaps of airtime, many surf business owners I talk to are wondering:
Is traditional search still relevant?
At a recent Google event in New York, the company made its position clear. AI is not replacing search.
It’s enhancing it.
This matters for surf businesses of all sizes. Whether you run a surf school, sell boards or operate surf retreats, your online presence still plays a crucial role in how people find you and trust you. But to stay visible and competitive, it’s time to adjust how you think about content and digital strategy.
Here’s what you need to know.
🔍 Search is still alive and thriving
Despite the rise of AI, punters still turn to search to explore options, compare products and gather information.
Google confirmed that users want more than just quick answers.
They want to discover and evaluate.
What this means for your business:
Your website content still matters. It needs to be well-structured, easy to navigate and provide useful, relevant information.
Think about how potential customers find you: they’re searching for things like “best surf lessons for beginners in Portugal” or “eco-friendly surfboards near me.”
Example:
A blog post or landing page titled “What to expect from your first surf lesson: A beginner’s guide” helps answer real questions, builds trust and keeps your business in front of the right audience.
💬 AI is changing how people search
Search queries are becoming more conversational. Instead of typing just a few keywords, users are now asking detailed, context-rich questions.
They expect clear, direct answers in return.
What this means for your business:
Your website and blog content should speak in a natural, human tone. Anticipate common customer questions and build content around them.
How to adapt:
Create FAQs, use full sentence subheadings (e.g., “What gear do I need for my first lesson?”) and include helpful, easy-to-read answers throughout your site. This helps your content appear in both traditional and AI-assisted search results.
🧠 Helpful content still drives results
Google’s top priority is still helpful, people-first content. That hasn’t changed.
What’s different is that AI may now highlight the most useful sections of your site in search previews, making clarity and value more important than ever.
What this means for your business:
Your expertise is your edge. Don’t just list prices or services.Explain why they matter, who they’re for and what makes them different. Customers are looking for trustworthy, practical advice.
Example:
A product page for surfboards could include a section like “Which board is best for small waves/beginner surfers?” This positions your brand as helpful, not just transactional.
⚙️ Technical SEO is still essential
Even with AI layered into search, Google still relies on technical signals to decide which content to show. That means things like fast-loading pages, clean site structure and proper tagging remain crucial.
What this means for your business:
If your site is slow, disorganised or hard to read on mobile, it doesn’t matter how great your content is… it won’t rank well. Make sure your site is technically sound and easy to navigate.
Key things to review:
- Your page titles and headings are clear and keyword-relevant
- Images have alt text and are compressed for speed
- Content is broken into sections with subheadings
- Internal links guide users to related pages or products
- Mobile users can easily view and navigate your site
🔄 Adaptability is your competitive advantage
The digital landscape is evolving fast.
Businesses that stay informed and flexible are better positioned to grow, no matter what tools or trends emerge.
What this means for your business:
You don’t need to overhaul everything overnight, but you do need to stay aware. Experiment with new formats, pay attention to how your audience is searching and keep your content up to date.
Example:
Consider using AI tools to speed up content ideas, summarise blog outlines or rewrite product descriptions. But ALWAYS review with your brand voice and audience in mind. Automation is useful, but trust and connection still come from you… and you are your brand (so long as you have a solid brand strategy).
Final thoughts
Google is (for once) being clear and transparent.
AI is evolving, but search is not going anywhere. For surf business owners, this is an opportunity… not a threat.
I admit I was kind of sketched at first upon hearing the news that AI would be playing a bigger role in search algorithms. But after diving into it and learning more, I can see its potential for improving user experience and helping businesses
Focus on creating helpful, human and well-structured content.
Keep your site technically healthy.
Use AI where it makes sense, but don’t lose the authentic experience and insight that make your brand different.
Do all this and you can surf guilt-free knowing you’re on top of Google’s search algorithm changes.