Search is changing faster than it has in years. Google now shows AI Overviews — AI-generated summaries — at the top of many search results. Millions of people also ask AI assistants like ChatGPT, Gemini, Claude and Perplexity for recommendations and advice instead of, or as well as, searching Google.
For small businesses, this raises an obvious question: if AI answers the question directly, will anyone still visit my website? The answer is more nuanced than the headlines suggest.
What has changed
- Informational searches are most affected. Questions like “how often should I service my boiler?” or “what is the VAT registration threshold?” frequently trigger AI Overviews. Fewer people may click through for simple answers.
- Local and transactional searches still show businesses. When someone searches “boiler repair Sheffield” or “book a table Galway”, they want a business, and the map results and business listings remain prominent.
- AI assistants recommend businesses. People increasingly ask “Who is a good accountant for a small business in Leeds?” The assistant draws on information it can find about businesses online — reviews, websites, directories and mentions.
The opportunity
AI systems have to get their information from somewhere. Businesses that publish clear, accurate, trustworthy information are more likely to be cited, summarised and recommended. In many ways, the fundamentals of good SEO matter more than ever.
What to do now
1. Make your business unambiguous
AI systems need to understand clearly what you do, where and for whom. Make sure your website states plainly:
- Your services, in specific terms.
- The areas you serve.
- Who your customers are.
- Your contact details, consistent everywhere.
Add structured data (schema markup) for your business, services and FAQs so machines can read your details reliably.
2. Write answer-first content
When writing pages and blog posts, put the direct answer near the top, then expand. Use clear headings that mirror the questions people ask. Self-contained sections are easier for both people and AI to quote accurately.
3. Prove your experience
Google emphasises experience, expertise, authoritativeness and trustworthiness (often shortened to E-E-A-T). Show:
- Who wrote the content and why they are qualified.
- Real examples, case studies and photos from your own work.
- Specific local knowledge that generic content cannot replicate.
4. Invest in reviews and reputation
Reviews on Google and other platforms, plus mentions in local publications, directories and forums, all contribute to how AI systems perceive your business. Asking every happy customer for a Google review is a good place to start.
5. Do not neglect your Google Business Profile
Your profile feeds Google’s local results, Maps and, increasingly, AI-generated answers about local businesses. Keep it complete and active — see our Google Business Profile guide.
6. Be present beyond Google
Claim Bing Places and Apple Business Connect listings, keep your social profiles accurate and participate genuinely in communities where your customers ask questions. Several AI assistants draw on Bing’s index and other sources, not just Google.
7. Avoid thin, mass-produced content
Search engines have become more aggressive about demoting low-value content created at scale purely to rank. Publishing hundreds of generic articles is not a strategy. Fewer, genuinely helpful pieces — with real expertise and local insight — perform better. We discuss this in using AI writing tools without sounding like a robot.
Should you still blog?
Yes — but with a sharper focus. Content that answers your customers’ real questions, demonstrates expertise and builds trust still drives visibility, enquiries and AI citations. Read is blogging still worth it for small businesses? for a fuller answer.
Measuring success in an AI world
Clicks from search may become less predictable, so track the outcomes that matter: enquiries, calls, bookings and the “how did you find us?” answer from new customers. Some customers will now say “ChatGPT recommended you” — a sign your online reputation is working.
The bottom line
AI search rewards the same things good marketing always has: clarity, credibility and genuine usefulness. Small businesses with real expertise and strong local reputations are well placed to benefit.
If you would like help preparing your website and content for AI-driven search, get in touch.
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