AI Search Queries Differ from Traditional Google Searches
Google searches are often short and keyword-led, while AI searches are more conversational, detailed and specific. It is not called CHAT-GPT for nothing. People are more likely to include questions, preferences, comparisons, budgets, locations and personal requirements when they use tools such as ChatGPT, Gemini and Google AI Mode.
It is a conversation seeking an opinion and advice, not simply a search for a list of websites.
Semrush found that Google AI Mode queries averaged 7.22 words compared with 4.0 words for traditional Google searches. More.
Google also says AI Mode is particularly useful for nuanced questions, comparisons and searches that previously might have needed several separate searches.
And this is where things start to matter for business owners.
If somebody asks an AI for a recommendation, it needs enough information to decide whether your business fits the question. If your website never mentions the things they are asking about, AI has less to work with.
For businesses that rely on organic traffic, that is potentially a big problem.
This is how search differs for businesses in Surrey
A traditional Google search will often be little more than a service and a location. AI searches can be very different. People add price, reviews, availability, experience, specialisms and sometimes quite personal requirements.
| Local business type | Google search | AI ChatGPT search |
|---|---|---|
| Dentist | dentist Guildford | Which dentist in Guildford has good reviews, offers Invisalign and is good with nervous patients? |
| SEO company | SEO company Surrey | Can you recommend a reputable SEO company in Surrey for a small business with no long contract? |
| Estate agent | estate agents Cobham | Which estate agents in Cobham are best for selling a family home and have strong local reviews? |
| Accountant | accountant Woking | Find me an accountant in Woking who works with small limited companies and offers fixed monthly fees. |
| Solicitor | solicitor Weybridge | Which solicitors in Weybridge specialise in conveyancing and have good reviews from local clients? |
| Plumber | plumber Guildford | Can you recommend a reliable plumber near Guildford who can come out today and gives upfront prices? |
| Electrician | electrician Woking | Find a qualified electrician in Woking for a small domestic job with good reviews and reasonable prices. |
| Roofer | roofer Surrey | Which roofing companies in Surrey are reputable, insured and experienced with flat-roof repairs? |
| Builder | builders Esher | Recommend a reliable builder in Esher for a home extension with strong local references. |
| Painter & decorator | painter decorator Cobham | Which painters and decorators in Cobham are highly rated for interior decorating and period properties? |
| Web designer | web design Surrey | Which web design companies in Surrey build fast WordPress websites for small businesses? |
| Marketing agency | marketing agency Surrey | Compare local marketing agencies in Surrey that offer SEO, content and website design for SMEs. |
| Chiropractor | chiropractor Guildford | Which chiropractors near Guildford have good reviews and offer appointments this week? |
| Physiotherapist | physiotherapist Woking | Find a physiotherapist in Woking who specialises in sports injuries and has evening appointments. |
| Hairdresser | hairdresser Weybridge | Which hair salons in Weybridge are best for colour correction and have good customer reviews? |
| Beauty clinic | aesthetics clinic Surrey | Which aesthetic clinics in Surrey are reputable, medically led and offer natural-looking results? |
| Restaurant | restaurants Guildford | Recommend a good restaurant in Guildford for a business lunch with parking and vegetarian options. |
| Hotel | hotel Surrey | Find a highly rated hotel in Surrey for a weekend break with a spa and free parking. |
| Wedding venue | Wedding venues Surrey | Which wedding venues in Surrey suit around 100 guests and have on-site accommodation? |
| Nursery | nursery Cobham | Which nurseries in Cobham have good Ofsted ratings and flexible hours for working parents? |
| Care home | care homes, Surrey | Which care homes in Surrey are well reviewed for dementia care and allow family visits at flexible times? |
| Mortgage broker | mortgage broker Surrey | Recommend a mortgage broker in Surrey who works with self-employed applicants and explains fees clearly. |
| Financial adviser | financial adviser Guildford | Which independent financial advisers in Guildford specialise in retirement planning and pensions? |
| Driving instructor | driving lessons Woking | Find a patient driving instructor in Woking with good reviews and availability for an intensive course. |
| Garage | garage Guildford | Which garages near Guildford are reliable for an MOT and service and won’t overcharge? |
| Removals | removals Surrey | Recommend a removals company in Surrey for a three-bedroom house move with packing included. |
| Locksmith | locksmith Weybridge | Find a reputable locksmith near Weybridge who can attend today and gives a fixed call-out price. |
| Cleaning company | cleaners Surrey | Which cleaning companies in Surrey offer regular domestic cleaning with vetted staff? |
| Landscaper | landscapers Surrey | Recommend a landscaping company in Surrey for a low-maintenance garden with good local reviews. |
| Personal trainer | personal trainer Guildford | Find a personal trainer in Guildford who works with beginners over 50 and offers one-to-one sessions. |
The Main Difference
- Google search: service + location
- AI search: service + location + requirement + trust factor + price or availability + personal situation
Take SEO as an example. A traditional Google search might simply be “SEO company Surrey”. Someone using AI might ask: Which SEO companies in Surrey specialise in small businesses, have good reviews and offer monthly SEO without long contracts?
That is a very different search.
The AI is no longer just looking for pages relevant to “SEO company Surrey”. It is trying to match several things at once. Small businesses. Good reviews. Monthly SEO. No long contract. Surrey.
If your site is missing any of that information, you are making the AI’s job harder.
Want to Appear in AI and Don’t Know Where to Start?
Start with the words people are actually likely to use when talking about your type of business. Don’t stuff them into every paragraph. Look at the questions customers ask and make sure your website actually contains the answers. It takes time and research.
For example, if you were a Surrey-based landscape gardener, words and phrases such as these could matter:
reliable, recommended, good reviews, experienced, local, affordable, prices, free quote, design and build, complete garden makeover, low-maintenance garden, Surrey, Guildford, Woking, Cobham and Weybridge. If none of those things appears on the website, how is an AI supposed to know that they apply to you? That is the point.
The next step is to ask AI what sorts of questions people are likely to ask when looking for your particular product or service. You will quickly start spotting words, facts, and questions your website doesn’t answer.
For a more detailed comparison, see our AI SEO guide.
Useful Words and Phrases for AI Search
The list below is deliberately broad. Not every word is relevant to every business. Use it to spot gaps rather than as a list of keywords to cram into your copy.
| AI search word/phrase | What it signals | Traditional Google-style equivalent |
|---|---|---|
| how | method/process | guide |
| what | information request | topic |
| best | recommendation | best |
| which | selection | best |
| can | possibility | keyword |
| why | explanation | reason |
| recommend | recommendation | best |
| compare | comparison | vs |
| where | location/source | location |
| should | advice | best |
| find | discovery | search term |
| who | person/company selection | name/service |
| is | validation | keyword |
| are | validation/comparison | keyword |
| does | function/effect | keyword |
| near me | proximity | near me |
| best for | suitability | best |
| how much | pricing | price |
| tell me | explanation | keyword |
| help me | assistance | keyword |
| suggest | recommendation | best |
| difference between | comparison | vs |
| better | comparative judgement | vs |
| better for | suitability | best |
| reviews | social proof | reviews |
| good reviews | social proof | reviews |
| affordable | price sensitivity | cheap |
| reliable | trust | best |
| reputable | trust | reviews |
| most popular | popularity | best |
| suitable for | suitability | best |
| right for | suitability | best |
| worth it | value judgement | reviews |
| local | location | near me |
| near | proximity | location |
| nearby | proximity | near me |
| available | availability | keyword |
| available near me | availability + proximity | near me |
| with | required feature | keyword + feature |
| without | exclusion | keyword -feature |
| latest | freshness | latest |
| current | freshness | latest |
| alternatives | substitute search | similar |
| alternative to | substitute search | vs |
| pros and cons | evaluation | reviews |
| advantages | evaluation | benefits |
| disadvantages | evaluation | problems |
| benefits | positive attributes | benefits |
| risks | risk | safety |
| problems with | risk | reviews |
| what to look for | buying criteria | guide |
| help me choose | decision | best |
| help me decide | decision | comparison |
| options | discovery | ideas |
| options for | discovery | ideas |
| shortlist | selection | top 10 |
| top options | selection | best |
| most suitable | selection | best |
| ideal for | suitability | best |
| trustworthy | trust | reviews |
| experienced | expertise | best |
| specialist | expertise | specialist |
| specialises in | expertise | specialist |
| expert in | expertise | expert |
| qualified | credentials | professional |
| accredited | credentials | accredited |
| certified | credentials | certified |
| highly rated | social proof | reviews |
| well reviewed | social proof | reviews |
| recommended | social proof | reviews |
| value for money | value | price |
| good value | value | cheap |
| cheapest | price ranking | cheap |
| inexpensive | price sensitivity | cheap |
| budget | price sensitivity | cheap |
| under £X | hard budget | price |
| within budget | price limit | cheap |
| premium | quality positioning | luxury |
| luxury | quality positioning | luxury |
| high quality | quality | best |
| for me | personalisation | omitted |
| for my needs | personalisation | best |
| for my situation | contextual relevance | best |
| for my business | commercial personalisation | business keyword |
| for small businesses | business segment | small business |
| for SMEs | business segment | SME |
| for startups | business segment | startup |
| for families | audience | family |
| for children | audience | kids |
| for adults | audience | adults |
| for beginners | experience level | beginner |
| for homeowners | audience | homeowner |
| for landlords | audience | landlord |
| for patients | audience | treatment |
| closest | proximity | nearest |
| nearest | proximity | near me |
| close to | proximity | location |
| in my area | locality | location |
| based in | location | location |
| available in | availability/location | location |
| UK based | national relevance | UK |
| in the UK | national relevance | UK |
| open now | immediate intent | opening times |
| open today | immediate intent | opening times |
| available today | urgency | same day |
| same day | urgency | same day |
| urgent | urgency | urgent |
| fastest | speed | fast |
| easiest | ease | simple |
| simple | simplicity | easy |
| step by step | procedural | guide |
| no contract | commercial condition | monthly |
| flexible | commercial condition | flexible |
| monthly | commercial condition | monthly |
| cancel anytime | commercial condition | no contract |
| transparent pricing | trust/pricing | prices |
| fixed price | pricing | cost |
| price range | pricing | prices |
| average price | benchmarking | average cost |
| typical price | benchmarking | average cost |
| does it work | effectiveness | reviews |
| effective | performance | works |
| most effective | performance | best |
| proven | evidence | works |
| evidence based | evidence | research |
| safe | risk/trust | safety |
| safest | risk/trust | best |
| legitimate | trust | reviews |
| genuine | trust | reviews |
| independent reviews | neutrality | reviews |
| customer reviews | social proof | reviews |
| alternatives in the UK | substitute + geo | UK alternatives |
| competitors | market comparison | competitors |
| similar to | similarity | similar |
| instead of | replacement | alternative |
| replacement for | replacement | alternative |
| examples | examples | examples |
| examples of | discovery | examples |
| list of | list intent | list |
| ideas for | discovery | ideas |
| questions to ask | evaluation | checklist |
| things to consider | decision support | guide |
| specifically | narrow intent | keyword |
| preferably | preference | keyword |
| ideally | preference | keyword |
| especially | emphasis | keyword |
| must have | hard requirement | feature |
| at least | minimum requirement | feature |
| no more than | maximum requirement | limit |
| today | freshness | today |
| currently | freshness | latest |
| recent | freshness | recent |
| up to date | freshness | latest |
| in 2026 | date relevance | 2026 |
| now | immediacy | latest |
| still | validation | current |
| based on | source/context | keyword |
| according to | authority | source |
| with sources | research depth | sources |
| cite sources | research depth | sources |
| UK sources | geography + authority | UK |
| government sources | authority | GOV.UK |
| backed by research | evidence | studies |
What Should You Actually Change?
- Say clearly what you do.
- Say where you do it.
- Explain who your service is for.
- Add genuine prices or price ranges where you can.
- Explain what makes you different.
- Add real reviews and examples of work.
- Answer the questions customers ask before they buy.
- Make specialisms obvious rather than expecting AI to work them out.
It sounds pedantic, but AI is exactly that. It is not human or super intelligent; it is simply a computer.
Summary
Google search has trained us to think in keywords. AI search is much closer to a conversation.
People can say what they want, where they want it, how much they want to spend, what worries them and what sort of company they would prefer to deal with. That means words such as recommend, which, best for, suitable for, compare, affordable, reputable, good reviews and near me become much more interesting.
But don’t treat them like an old-fashioned keyword list. The real job is to make sure your website tells AI enough about your business to answer a customer’s question accurately without a too obvious sales angle.
If the information isn’t there, don’t expect AI to guess.
