Dan M. Jones On Why AI Is The Biggest Shift In Search Since Google
Dan M. Jones believes businesses are entering a period of change unlike anything seen since the rise of Google.
While traditional search engines continue to drive the majority of online traffic, Jones argues that many businesses are still optimising for a version of the internet that no longer exists.
According to him, the way people discover businesses, research products and make purchasing decisions is already changing.
“The biggest change we’ve seen in search over the last five years is AI” says Jones. “Just look at Google’s AI Overviews. They’re completely dominating informational search results. And that’s the direction search is moving.”
Jones believes one of the biggest mistakes businesses are making today is failing to adapt to these changes quickly enough.
Many companies continue to follow strategies that were effective years ago, without recognising how dramatically consumer behaviour has evolved.
“A lot of businesses are still optimising for the old version of Google” he explains. “Then they wonder why their results aren’t improving. The truth is, search has changed. And the way people research businesses and make decisions has changed too.”
At the centre of Jones’ thinking is a belief that artificial intelligence is fundamentally altering the relationship between consumers and information.
For years, users were responsible for carrying out their own research. Search engines provided options and consumers compared them.
Today, AI is increasingly doing much of that work on their behalf.
“People are starting to delegate research to AI” says Jones. “Instead of opening ten tabs and comparing everything themselves, they’re having a conversation with ChatGPT, Gemini or Claude and asking for guidance. And that’s a massive shift in behaviour.”
“Across the businesses we work with at On Top Marketing, we’re seeing a growing amount of traffic coming directly from ChatGPT, Perplexity and other AI platforms” he says. “A lot of the conversation around AI has focused on zero click search, but we’re now seeing evidence that AI is not only influencing purchasing decisions, it’s increasingly becoming a source of website traffic in its own right.”
While some business owners remain sceptical about AI’s long term impact, Dan M. Jones believes the trend is only accelerating.
In his view, the businesses that position themselves early will benefit most as AI becomes more deeply integrated into everyday life.
“The companies that win over the next few years won’t be the ones that wait until everybody else has figured it out” says Jones. “They’ll be the ones building visibility and authority right now.”
He also believes that online reputation is becoming increasingly important in an AI-driven world.
As AI systems become more influential in helping consumers evaluate products, services and brands, businesses need to think carefully about how they are represented online.
“Your online presence is no longer just about attracting customers” he explains. “It’s about helping AI understand who you are, what you do and why people trust you.”
Jones argues that many business owners are overwhelmed by the pace of change, but says ignoring it is not an option.
“I understand why people feel overwhelmed,” he says. “The online marketing world moves very fast. But this isn’t something businesses can afford to ignore. If you’re not paying attention to it, somebody in your company needs to be.”
Looking ahead, Jones believes AI will become increasingly involved in the decisions consumers make every day.
His prediction is simple.
“The role of AI in purchasing decisions is only going to grow” he says. “The businesses that build visibility and trust today are putting themselves in the strongest possible position for tomorrow.”
For Jones, the future of online visibility is about understanding where consumer behaviour is heading and making sure your business is ready when it gets there.