When most businesses think about SEO, they picture ranking on Google.
But search is changing.
Today, more people are getting answers directly from AI-powered search tools like Google AI Overviews, ChatGPT, Perplexity, and Gemini. Instead of clicking through multiple websites, users are often getting recommendations and information directly from AI-generated responses.
For local businesses, this creates a new opportunity.
Recently, two Vancouver-area businesses we work with began appearing in AI-generated search results by focusing on a simple strategy: creating genuinely helpful content that answers real questions people are asking.
The Opportunity Behind FIFA 2026
With Vancouver hosting matches during the FIFA World Cup, thousands of visitors are arriving from around the world. While many businesses focused on the event itself, we looked at the questions visitors would be asking before and during their trip.
Questions like:
- What should I do between matches?
- How can I explore beyond downtown Vancouver?
- Are there day trips worth taking?
- What attractions should I see while I’m here?
These searches created an opportunity for local businesses to become part of the conversation.
SKY Helicopters: Capturing “Things To Do” Searches
For SKY Helicopters, we created content focused on activities visitors could enjoy while spending time in Vancouver during the tournament.
Rather than writing about helicopter tours directly, the content was built around broader travel intent. The goal was to answer questions visitors were already searching for and position the experience as one of several memorable options available during their stay.
The result was content that began appearing in AI-generated search responses for queries related to things to do in Vancouver during the World Cup.
Instead of competing only for traditional rankings, the business gained visibility where travelers are increasingly getting recommendations.
Ascent Car Rentals: Reaching Visitors Before They Arrive
For Ascent Car Rentals, the strategy focused on a different type of search intent.
Many visitors arriving in Vancouver aren’t just planning to stay downtown. They’re looking for day trips, scenic drives, mountain destinations, and ways to explore British Columbia beyond the city.
To support those searches, we developed content around topics such as:
- Vancouver day trips
- Scenic drives in British Columbia
- Places to visit outside Vancouver
- Travel itineraries for visitors
By answering questions travelers were already researching, Ascent positioned itself earlier in the customer journey, before someone was specifically searching for a rental car company.
This approach helps the brand become part of the planning process rather than just the booking process.
What These Results Tell Us About AI Search
Neither of these examples relied on keyword stuffing, AI-generated content at scale, or trying to game search algorithms.
The common factor was creating useful content around real-world questions.
AI search tools are designed to find sources that provide helpful, relevant answers. Businesses that understand their customers’ questions and create content around those needs are often in the best position to benefit.
In many cases, the businesses showing up in AI search aren’t necessarily the biggest brands. They’re simply the ones providing the most useful information.
What Local Businesses Can Learn
The lesson isn’t that every business should start writing about FIFA.
The lesson is that every industry has questions customers are asking long before they make a purchase.
A plumber might answer common maintenance questions.
A law firm might explain legal processes.
A contractor might create guides around renovation planning.
A retailer might help shoppers compare products or solve common problems.
The businesses that consistently answer those questions are the ones most likely to earn visibility in both traditional search results and AI-generated recommendations.
The Future of Search Is Already Here
Search is no longer limited to ten blue links on a results page.
Customers are asking AI tools for recommendations, advice, and local business suggestions every day. Businesses that adapt their content strategy now will have a significant advantage as this trend continues to grow.
For SKY Helicopters and Ascent Car Rentals, the opportunity came from understanding what visitors wanted to know during a major event.
For your business, the opportunity may already exist in the questions your customers are asking today.
Frequently Asked Questions Showing Up in AI Overviews
Q: What is AI search?
A: AI search uses artificial intelligence to answer questions directly instead of only displaying a list of websites. Tools like Google AI Overviews, ChatGPT, Gemini, and Perplexity often pull information from trusted online sources to generate responses.
Q: How do businesses show up in AI search results?
A: Businesses can improve their visibility by creating helpful, authoritative content that answers real customer questions. Clear, informative content gives AI systems more context to understand and reference your business.
Q: Is AI search replacing SEO?
A: No. AI search builds on many of the same signals as traditional SEO, including quality content, website authority, and relevance. The difference is that AI tools may summarize information instead of directing users to a search results page.
Q: What is AEO?
A: AEO, or Answer Engine Optimization, is the practice of creating content that helps search engines and AI tools provide direct answers to user questions. It focuses on clarity, relevance, and usefulness rather than keyword density alone.
Q: Can small businesses appear in AI search results?
A: Yes. Many AI-generated responses include information from local and small businesses when they provide relevant, high-quality content that answers specific questions users are asking.
Q: What type of content performs best in AI search?
A: Guides, FAQs, comparison articles, local recommendations, case studies, and content that directly answers common customer questions tend to perform well in AI-powered search results.
Q: How long does it take to appear in AI search?
A: There is no guaranteed timeline. Depending on the competitiveness of the topic, website authority, and content quality, it may take weeks or months for content to gain visibility in AI-generated search results.