by Brian Lawrence

If there’s one thing I’ve learned in my years of helping wedding businesses with SEO, it’s this: the only constant is change. Just when we think we’ve got search figured out, something new comes along. Lately, that “something new” has been AI. It’s everywhere, and it’s changing the way couples look for vendors. But here’s the truth: Google is still king. It’s used hundreds of times more than any AI tool for actual searches. So while AI is making waves, the fundamentals of showing up, standing out, and converting the right couples online still matter just as much, if not more, than ever.

AI Is Here to Stay and Google Knows It

One of the reasons AI is gaining traction is the way it provides people with a two-way, conversational experience. Couples love it. They can ask a question and get what feels like a personal answer fast.

Google’s noticed, which is why you’re starting to see them weave their AI Overviews right into the search results. I don’t expect that trend to stop anytime soon. In fact, I think it’s only going to get better.

But especially for local wedding businesses (venues, DJs, florists, photographers) Google Local Search is still your bread and butter. Unless you’re selling something nationally, like invitations or favors, local search is where the majority of your visibility (and business) will come from.

Why My Clients Are Seeing More Conversions

Here’s something interesting: many of my clients have seen more conversions since AI’s rise and some of Google’s changes.

The reason? Google’s “artificial intelligence” has been getting closer to “real intelligence.” It’s able to read between the lines in an almost human way.

Let me give you an example. We launched a site for a bridal store a while back. It was clean, professional, and had all the SEO best practices baked in. The owner loved the design, but she’d been to a seminar where they told her she needed keywords “all over the place.”

I asked her, “Have you tried searching for yourself?” Every single keyword she thought we hadn’t included, she was already ranking for. Why? Because Google had already started moving beyond that old, linear thinking. They were looking at her reviews, social signals, online reputation, and how people engaged with the site.

That’s where we’re headed: more weight on the truth about your business. What others say about you matters as much as the words you place on your site.

Reviews, Reputation, and the Higher Truth

Your website is your controlled narrative. You decide the photos, the testimonials, and the way your brand is presented. But the higher truth, the one Google and AI are going to care about more and more, is how other people see your brand.

That means reviews will only get more important, both for your ranking and for whether couples decide to reach out to you at all.

Search Behavior Is Changing

Couples aren’t just typing “wedding DJ Reno” anymore. They’re asking, “Where can I find a really talented bilingual wedding DJ in Reno, Nevada?”

Search engines are getting better at handling natural language questions like this, and results are changing to match. Instead of just four local listings, you might also see articles, ideas, and other resources that help answer the question.

This shift also means some SEO metrics will look different. AI results don’t always give you a clickable link unless you ask for it, so you might see more branded searches (“Your Business Name”) after someone reads about you through an AI answer.

The Rise of Other Search Engines

Another prediction: I think we’ll see more people using alternative search engines. Privacy concerns are real, and tools like DuckDuckGo offer a more private environment.

And then there’s Bing. It’s the default for all Microsoft products, and Microsoft is heavily invested in growing its share of the search market. If you haven’t paid attention to Bing Maps for your business, now’s the time.

Accuracy and Consistency Matter

Google can get a snapshot of your entire online presence almost instantly. They’re looking to confirm that you are who you say you are, in the exact location you claim, and that your info is consistent everywhere.

The problem? Many businesses have outdated listings on sites they’ve never even thought about. If you’ve moved locations, you may have changed your address on your site, social media, and Google Business Profile, but what about that old MapQuest listing? Or an old directory profile?

These discrepancies can hurt your credibility in Google’s eyes. We actually run reports to help clients see where they’re still listed incorrectly.

Be a Local Brand Ambassador

One of the smartest things you can do for your SEO and your client experience is to become a true ambassador for your local area.

If you’re a venue, don’t just talk about your ceremony spaces. Share nearby activities, attractions, and restaurants. If couples are coming in from a few hours away, this information is gold.

Google loves authority, and being an expert in your area is a form of authority. Plus, it makes the user experience better and sets you apart.

Think about the other questions couples might have: special dietary accommodations, accessibility, or unique local traditions. Be the resource that answers them.

Conversion-Focused Websites

You get one shot to convince a visitor to reach out. That means your conversion strategy needs to be intentional.

It’s great to list resources, vendors, and helpful articles. It shows you care and you’re generous with your knowledge. Sometimes, mentioning a competitor is even a good move. But keep your main calls-to-action front and center.

Blogging With Purpose

Blogging is still important, but it’s not just about posting; it’s about posting with intention.

Case studies, real client stories, and behind-the-scenes content make your brand feel authentic. I often encourage clients to gather short interviews or quotes from their couples to make the blog feel even more personal.

And relevance matters. We once had a DJ client whose blog posts on national music topics were getting huge traffic, but almost none of it was local. We redirected those irrelevant pages, and while total traffic dropped, his bookings went up.

“Near Me” and Ask Engine Optimization

“Near me” searches are exploding. Instead of “wedding florist Peoria, IL,” couples are asking, “Who’s the best wedding florist near me?”

This is where Ask Engine Optimization (AEO) comes in, allowing you to optimize your content so you’re the best answer to the questions couples are asking. Tools like Google’s “People Also Ask” section or AnswerThePublic can help you find those questions.

What to Remember Moving Forward

No website is maxed out. Every site can improve its SEO, especially with the pace of change we’re seeing.

I’ve always believed the most important thing is to speak to the visitor first, and Google second. The good news? That strategy has aged well.

Whether you invest in a one-time SEO audit or ongoing optimization, the key is to keep nurturing your online presence. SEO isn’t just about chasing algorithms; it’s about making your brand easy to find, trust, and choose.

If you’re in the wedding industry, I know how much heart you put into your work. SEO can feel like an uphill climb, but it’s really about helping the right couples find you and trust you before you even meet. If anything I’ve shared here sparks ideas for your business, or if you just want to talk through your strategy for 2026, I’d be happy to chat. It’s what I love doing, and it’s why I’ve been in this business for so many years.

Get ready to Future-Proof Your Wedding Business for 2026 and Beyond

If you’re curious about an SEO audit, need help with local visibility, or just want to bounce ideas off someone who knows the wedding industry inside and out, I’d love to connect. Schedule a free consultation, and let’s start turning clicks into booked clients.