Here in Hobart and across Tasmania, it’s becoming more important than ever for businesses to keep their digital presence well connected.
Why? Because the way people search is rapidly evolving.
You’ve probably noticed AI tools like ChatGPT and Perplexity becoming popular ways for people to find information, compare options, and get quick answers without clicking through multiple websites.
In fact, recent datasets suggest that that 52% of adults now use AI large language models like ChatGPT for online search and other tasks (Source).
At the same time, traditional search engines are changing too. Google is increasingly prioritising AI Overviews at the top of results, often appearing before local map packs and well ahead of traditional organic listings. That means fewer users are scrolling, fewer clicks are flowing through in familiar ways, and more decisions are being shaped by summarised, AI-generated responses.
In other words, the search landscape is changing. And as it changes, the way businesses get discovered, evaluated, and trusted online is changing with it.
“What we’re seeing more and more across our Hobart web design and digital marketing work is that businesses aren’t just being found through one channel anymore," shares Dominic, owner of Wakeford Digital. "Someone might first see a business mentioned in an AI summary, then check reviews, then visit the website later."
"If those touchpoints don’t line up, confidence drops pretty quickly.”
Someone might first see a business mentioned in an AI summary, then check reviews, then visit the website later. If those touchpoints don’t line up, confidence drops pretty quickly.”
For Tasmanian businesses, this shift brings both opportunity and risk. A single website, a one-off SEO effort, or a short advertising campaign is no longer enough on its own.
Visibility is now shaped by how well everything works together, from website content and search optimisation through to reviews, listings, video, and wider brand signals across the web.
And this is where omnichannel marketing enters the picture.
If you’ve never heard the term before, you’re probably wondering what it actually means and how it applies to a small or medium-sized business, especially here in Tasmania.
At its simplest, omnichannel marketing is about how all parts of a digital presence work together, rather than operating in isolation.
“Omnichannel marketing isn’t about doing everything at once," Dominic continues, "It’s about making sure all the pieces a business already has are actually working together."
"When they’re disconnected, effort gets wasted. When they’re aligned, everything compounds.”
This now looks like a website that supports SEO.
SEO that’s reinforced by content.
Content that’s amplified through ads and video.
Listings and reviews that back up what the website says.
Each channel strengthens the others.
Instead of thinking in terms of individual services, omnichannel marketing looks at the full picture of how someone discovers, researches, and eventually chooses a business.
Websites aren’t going anywhere. In fact despite the criticism at the moment, we feel they're arguably more important than ever.
But what has changed is what a website is expected to do.
In 2026, a website is more than a destination but also a reference point.
“A website still matters a lot, but it can’t sit on its own anymore. Search engines and AI tools are looking for confirmation from multiple places," says Dominic.
"A website explains what a business does, but everything around it helps prove that it’s credible.”
AI-driven search results don’t just pull from one polished page and call it a day. They look for confirmation across multiple sources. Industry commentary, forums, reviews, FAQs, third-party mentions, and consistent business information all play a role.
Recent analysis of AI search behaviour shows that platforms regularly reference a mix of:
In other words, the website still matters, but it works best when it’s supported by a wider digital footprint.
A standalone website can explain what a business offers. but a connected website helps prove it.
This is why simply “having a website” is no longer the goal. The goal is having a website that’s reinforced by content, search signals, reviews, listings, and real engagement elsewhere online.
And with that in mind, it’s worth looking at a real-world example of how this plays out when it’s done well.
A good example of this working in practice is Trout Tales Tasmania, where their website is only one part of a much bigger picture.
Alongside it sits consistent content, strong search optimisation, regular video and imagery, active listings, and a steady stream of reviews. None of these elements exist in isolation. Each one reinforces the others.
What’s interesting is that this wasn’t built specifically to chase AI Overviews or new search features. It was built to be useful, visible, and credible across multiple touchpoints.
As a result, when people search broadly around trout fishing in Tasmania, including informational or seasonal queries, Trout Tales appears alongside much larger players, including government-backed sites.
Not because they targeted those terms directly, but because their overall digital presence sends strong relevance and trust signals.
To put some further weight behind that, since implementing this more connected approach, Trout Tales has more than tripled the number of keywords it ranks for in search, while also seeing sustained growth in organic visibility and engagement across multiple platforms.
“That’s the real advantage of a connected approach. You don’t just get one short-term win. Each piece of work strengthens the next, and over time the results become far more sustainable,” highlights Dominic.
By 2026, most customer journeys won’t follow a neat or predictable path. People move between platforms, skim summaries, read reviews, watch short clips, and often come back days or weeks later before making a decision.
Because of this, omnichannel marketing works best when it’s treated as a connected system, not a collection of separate tasks running in isolation.
So what does this actually look like in practice?
It might start with publishing a blog post that answers a common customer question, then extending its reach by:
Or it could involve creating a short video that explains a key service, then:
Other ideas to utilise omnichannel marketing in 2026:
None of these actions are complex on their own. Their value comes from how they connect.
Over time, these touchpoints create patterns. Patterns of consistency. Patterns of relevance. Patterns of trust. Those patterns are exactly what modern search systems rely on when deciding which businesses to surface, summarise, or recommend.
Heading into 2026, omnichannel marketing rewards businesses that show up clearly and consistently across the places customers already spend time.
When each channel supports the next, marketing stops feeling fragmented and starts functioning as a system that builds momentum over time.
Managing all of these moving parts can be hard, especially when marketing sits alongside running a business day to day. Keeping websites, content, search visibility, listings, reviews, video, and ads aligned takes time, consistency, and a clear plan.
That’s where Wakeford Digital steps in.
Rather than treating web design, SEO, content, and advertising as separate services, our approach focuses on how everything works together. The goal is simple: build a connected digital presence that supports visibility, trust, and long-term growth.
If this way of thinking feels relevant, book a call and have a chat about what a more holistic approach could look like for your business.
Thanks for reading!
