In a move that could shake up how people search online, Apple is reportedly considering major changes to its Safari browser—including integrating AI-powered search engines. This comes as Apple’s long-standing $20 billion-per-year agreement with Google (to be the default Safari search engine) faces legal challenges, according to Apple Insider.
With Google now battling the U.S. Justice Department in an antitrust case, Apple is exploring its options. During court proceedings, Apple’s SVP of Services, Eddy Cue, said the company is “actively looking” at new ways to handle search in Safari. Among the top options: AI-based search tools from companies like OpenAI, Perplexity AI, and Anthropic.
Why should small business owners care?
Because if Safari shifts away from Google—or even just adds more AI-driven options—it could change how customers find your website. In fact, Apple Insider reports that Safari saw a rare decline in search usage this April, partly due to more people turning to AI tools to answer questions instead of using traditional search engines.
Though these AI tools likely won’t replace Google as the default just yet, Apple is clearly watching the space closely. Cue noted that the tech still needs refining before it’s ready for prime time—but it’s coming.
What this means for you:
- SEO is evolving. AI-powered tools often skip linking to websites altogether, instead summarizing information directly. That could mean less organic traffic if your site isn’t optimized for how AI finds and interprets content.
- Content strategy matters more than ever. Think beyond keywords—focus on clear, authoritative content that answers user questions directly and can be easily picked up by AI-driven engines.
- Stay ahead. If Apple makes a move, others may follow. Start experimenting now with optimizing your content for AI search tools and exploring how your customers are using tools like ChatGPT, Perplexity, or even Siri and Alexa.
As AI continues to reshape how we search, small businesses that adapt early will have the edge. Apple’s potential shift is just another sign that the SEO game is changing fast.
FAQ: SEO and AI Search – What Small Business Owners Need to Know
1. What’s happening between Apple and Google?
Apple may end its $20 billion-per-year deal with Google as the default search engine in Safari due to legal pressures from a U.S. antitrust case. This could open the door for new, AI-driven search tools to be featured in Safari.
2. What are AI-powered search engines?
These are tools like ChatGPT (OpenAI), Perplexity AI, and Anthropic’s Claude that use artificial intelligence to generate direct answers to questions—often without linking to traditional websites.
3. How does this affect SEO for my small business?
AI search tools often summarize answers from multiple sources, which can reduce direct traffic to your website. To stay visible, your content must be accurate, authoritative, and easily understood by AI.
4. Will Google still matter for SEO?
Yes—for now. Google still dominates search traffic. But with Safari potentially shifting and AI tools rising in popularity, diversifying your SEO strategy to include AI visibility is a smart move.
5. How can I make my content AI-friendly?
- Use clear, concise language
- Include FAQ sections (like this one!)
- Answer specific questions directly
- Keep content up to date and fact-based
- Use structured data (schema markup) when possible
6. Should I optimize for voice and assistant-based search too?
Absolutely. Tools like Siri, Alexa, and Google Assistant often pull from AI and SEO data. Focus on natural language and conversational content that matches how people speak.
7. Do I need to change my entire SEO strategy right now?
Not entirely. Keep your core Google-focused SEO strong, but begin testing and learning how AI tools interact with your content. Early adopters often gain a long-term advantage.
8. How do I know if AI tools are using my site content?
You can’t always tell, but watching referral traffic, backlinks, and mentions in tools like Perplexity or ChatGPT can help. Also, use analytics tools and AI monitoring plugins to track changes in traffic patterns.
9. Will AI kill traditional search engines?
Unlikely—but it will change how people use them. Expect blended results, with AI summaries alongside traditional links. Your goal: become a cited, trusted source that AI chooses to summarize or link to.
10. What’s the #1 thing I should do today?
Audit your website for content clarity and relevance. Then, add a well-written FAQ section (like this one), answer common customer questions, and keep your site technically sound and mobile-friendly.