A business’s online presence is changing not because of trends, but because of how users behave. Fewer people scroll through dozens of websites in search results. More often, they receive a short answer or a curated list of recommendations directly within a service interface — in ChatGPT, Gemini, or Google’s AI Overviews. In this environment, simply ranking at the top of Google is no longer enough. What matters far more is whether a company appears credible, clear, and trustworthy.
