When I first opened my salon more than fifteen years ago, the online world looked very different. A basic website, a small advert in Yell, and a few photos on Facebook would keep you visible and busy. For a long time that was enough. I sat comfortably in the top spaces on Google and Maps, watching new clients find me without giving it much thought.

But over the past six months everything has started to shift again, and this time the changes are happening faster than most people realise. We’re seeing a complete evolution in how clients search, what they trust, and where their information comes from.

So the real question is: how do you stay visible now?

The short answer
You still need to be ranking on Google and Maps because that’s where most discovery begins. But you also need to be thinking about your AI presence because search is expanding beyond Google results into new systems that learn directly from your words, your videos, and your expertise.

If you only focus on one or the other, you’ll lose reach. The professionals who combine both will be the ones who stay visible.

What the data is telling us

Google remains the biggest source of client leads. According to BrightEdge (2025), 68% of all online experiences begin with a search engine, and organic search drives over 1000% more website traffic than social media.

At the same time, AI is already changing how people search. HubSpot’s AI Usage Study (2025) found that 58% of consumers aged 25–44 now use AI tools to find local services, and that number is increasing every month. Reddit and YouTube are now cited by Search Engine Journal (2025) as two of the most trusted sources feeding AI learning models and helping users make decisions.

Traditional local search habits haven’t disappeared either. According to Google’s Consumer Insights Report (2025), searches containing the words “near me” have grown by over 150% in the last three years. That means Google and Maps still matter just as much, but the way we support those listings has changed.

From keywords to conversations
When I taught SEO a year ago, I used to emphasise getting your keywords right. That still helps, but Google and AI now prioritise information that feels real and helpful. The latest Helpful Content Update from Google (2025) says content should demonstrate first-hand experience and expertise. In other words, your website should sound like a person, not a list of keywords.

Both search and AI systems now value authenticity, statistics, and consistent publishing. If you regularly share what you know in simple language, you’re already doing what these systems want.

What I’m working on right now

I’m currently doing a huge amount of research while developing a new course that will make all of this easier to understand. It breaks down exactly how Google, Maps, and AI connect, and how professionals can strengthen their visibility across every layer. The aim is to take something that feels technical and make it clear and practical for busy business owners.

We’re also continuing to evolve The Hair & Beauty Directory to move with these changes. The platform was built to help professionals be seen for their skills and credibility, and as AI and search evolve, so will we. Every update we make now is designed to support visibility, data accuracy, and long-term growth for members.

1. Know who you want to attract. Write down your target audience and what they are searching for. Without this, your marketing is guesswork.

2. Review your Google and Maps setup. Keep contact details, hours, and categories accurate. Add new photos and manage your reviews.

3. Add schema to your website. This structured data helps Google and AI understand what your business does.

4. Make your website easy to use. Clients should be able to find treatments, results, and prices within seconds.

5. Create helpful content regularly. Write blogs or short updates answering real client questions about treatments or results.

6. Use clear information and statistics when you can. Both Google and AI value accuracy and transparency.

Why this matters
The way clients find businesses is evolving quickly. Search is no longer just about keywords or social reach, it’s about trust, structure, and genuine expertise. Those who build reliable, informative content now will own the next generation of visibility.

I’ve said for years that sitting at the top of Google will always outperform chasing likes, but the next stage is understanding how AI fits into that. Over the next eighteen months, the professionals who act early, publish their expertise, and keep their data organised will be the ones capturing the most leads.

It doesn’t need to be complicated. Start by keeping your Google foundation strong, share what you know in your own words, and make sure your knowledge is visible where it counts.

That’s how you future-proof your visibility — by combining experience with adaptation. The tools may change, but consistency, honesty, and professionalism never go out of date.