Welcome to the new search era. A proper shake-up of how people find what they need online. Loud, clear, and landing soon on your doorstep.
Google the new search experience just launched in the UK and India. Which means Australia is up next. If your business is sitting around waiting to react, you might want to wake up and smell the coffee.
So, what’s the new search experience when it’s at home?
It’s like Google took steroids, a thesaurus and a really good personal assistant and mashed them together.
Instead of tossing up a few blue links and hoping for the best, the new search experience listens to what you actually want, breaks it down into mini-tasks, digs through loads of sources at once and then serves up one big useful answer.
Here’s the kind of question it loves:
“I’m planning a week in Daylesford with friends. We’re into mineral springs, slow lunches, art galleries and maybe a hike if we’re not too full. What should we do?”
Forget Google Classic and Reddit rabbit holes. Who needs to faff about researching the old way?
It gives you one solid answer.
“Here’s your custom itinerary. Plus Spotify recs and a weather heads-up.”
Sorted.
Who’s Got It Already?
- United States (June 2025)
- India (July 2025)
- United Kingdom (launched July 30, 2025)
It shows up automatically in Google Search and the app. Just… there.
And Australia?
Not yet. But with the preview version of this new search experience (AI Overviews) already rolled out here in October 2024, and Google loving English-speaking tech-savvy markets, we’re next. Give it 3 to 6 months.
What Now, Smartypants?
If you’re waiting for the rollout to start prepping, you’ve already lost a lap. Here’s what to do while everyone else is still twiddling their structured data markup.
1. Talk Like a Real Person
You know what Google’s tired of? Robot-speak. The new search experience is built for long, natural questions.
What you used to type: “Best dentist Brisbane”
And now?
“Where can I get my teeth fixed before my cousin’s wedding without spending a fortune or being traumatised?”
Write for that second one. That’s what the new search experience wants. That’s what your customers are actually asking.
2. Make It Juicy
Bin the clickbait. Content that actually helps people. You need proper answers to proper questions. Go deep. Be useful. Anticipate the next three questions before they’re even asked.
If you’re a buyer’s agent, don’t just talk about buying a house. Get into:
- Suburb-level breakdowns
- Auction tips
- Lender myths
- What to expect in week one
3. Say It Out Loud
If it doesn’t sound like something you’d say out loud at the pub, it’s probably not working.
If you read your page aloud and it sounds like a bored intern phoning it in, rewrite it.
And sort out your mobile game. Voice search = mobile-first behaviour. If your site limps on mobile, you’re toast.
4. Get Your Schema Together
This is the nerdy bit. But it matters.
Structured data tells Google what your content actually means. Use the right schema and suddenly you’re not just another web page – you’re a candidate for the answer box.
Start with:
- FAQ
- Product
- How-to
- Review
- LocalBusiness
- Organization
Not fun? Outsource it. But don’t skip it.
5. Fix the Junk Under the Hood
The new search experience will scroll straight past you if you don’t approach some deeper nerd-like places (you don’t like to talk about at parties…)
Priority checklist:
- Core Web Vitals in the green
- Mobile speed sorted
- No 404s or broken redirects
- HTTPS everywhere
- Sitemap up to date
- Logical URLs
Basic hygiene. Get it done.
6. Show Your Face (Digitally Speaking)
Google’s EEAT still matters. That’s another fancy acronym that stands for Experience, Expertise, Authoritativeness and Trust. (Nerd out on it here)
Nutshell: If your content looks like it was ghostwritten by a time-travelling chatbot, it’s going nowhere.
Who are you? What do you know? Why should anyone care? Show it.
7. Be More Wikipedia
Google’s Knowledge Graph is built on structure. Help it out.
- Use clear, descriptive URLs
- Group your content by topic
- Link logically between related pages
- Use breadcrumbs
- Stick to naming conventions
Make it easy for Google to understand what belongs to what.
Before You Ask: Yes, It’s a Big Deal
The new search experience is the new engine under the hood. It’s a full-blown shift in how search works. When it rolls out here, it’ll favour clear, helpful, well-built content.
If you’re still relying on old-school SEO tricks, you’re about to feel very 2013.
Test the Waters
Curious? VPN into the UK and have a snoop. Search like your customers would. Notice what content gets featured. Then get to work.
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From the Lab
When Google changes the rules, you don’t wait for a memo. You fire up the machine, throw on your goggles and start experimenting.
It’s Mad Scientist time. Need backup? We’re already running simulations. Book a session and we’ll help you beat the rush before everyone else panics.
More on Google’s AI Mode
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