What Small Business Owners Need to Know About Google’s AI Search Changes (And What to Do About It)

The Low-Down on Google’s AI Search Changes (And What to Do About It)

Real talk?

If you’ve been checking your website analytics lately and wondering, “Wait, where did all my traffic go!?” You’re not imagining it. And no, you’re not doing anything wrong.

There’s a big shift happening in the SEO world— thanks to Google rolling out AI-generated search results that are changing the way people find (and click on) your website.

If you’re a small business owner who’s poured time, energy, and possibly your sanity into building your website and doing “all the right SEO things,” this blog post is for you.

So… What’s Actually Going On with Google?

Back in 2024, Google started rolling out something called AI Overviews—which are basically short, summarized answers at the very top of the search page, pulled together by artificial intelligence from various sources across the web.

Think: Instead of clicking into 3 different websites to find the answer to “best dog groomer in Asheville,” the user sees a quick AI-generated summary with the answer right there— no click required.

Helpful for the user? Sure.

Great for your website traffic? Not so much.

These AI answers mean fewer people are clicking through to the actual websites in the results. In fact, reports show that from May 2024 to February 2025, traffic from traditional Google search dropped over 15% for many websites across the board. YIKES.

But Isn’t Google Supposed to Send People to Our Websites?

Yes… but also no. 😬

Google’s goal is to provide the best experience for the user, which now includes giving them instant answers. But for small business owners like you and me who rely on traffic to our websites to generate leads, sales, and visibility, it’s causing a little (okay, a LOT) of anxiety.

The good news? There are ways to adapt.

Here’s What You Can Do Right Now to Keep Growing Your Website Traffic:

1. Make Your Content AI-Friendly

If AI is pulling summaries from the web… you want your content to be the content it pulls from. This means:

• Use clear, concise answers to common questions in your niche

• Write like a human, but structure like a pro (use headers, bullet points, and answer-first formatting)

• Add an FAQ section at the bottom of your blogs or service pages

💡 Think: “How do I structure my content so even a robot could understand it… but still sounds like me?”

2. Double Down on Long-Tail Keywords

These are those very specific phrases people are typing into Google like:

• “What to wear for spring engagement photos”

• “How to pose for brand photos when you're awkward”

• “How to organize a small kitchen with no pantry”

• “Decluttering tips for moms with toddlers”

• “How to dress for your body shape after 40”

• “Is balayage or highlights better for low maintenance?”

• “Gut-friendly snacks for busy women”

• “Best workouts for PCOS and insulin resistance”

• “Marketing tips for introverted entrepreneurs”

• “Tips for setting boundaries with clients”

• “How to style open shelves in your kitchen”

• “How to choose the right rug size for your living room”

Why they work: They’re less competitive, more conversational, and more likely to match what your dream client is actually searching for.

3. Create Deep, Helpful, Authority-Driven Content

This isn’t the time for vague, surface-level blog posts that you just copied and pasted from ChatGPT... The AI wants (and rewards) well-structured, comprehensive content that solves problems and gives value. Original content, with original insights and professional experience. Does this mean you can't or shouldn't use ChatGPT for writing website content or blog posts? Not necessarily. But you shouldn't be simply putting a prompt into ChatGPT, having it write the post for you, and you just pasting it into a blog post on your website.

ChatGPT is helpful for brainstorming relevant blog topics, helping you create an outline for your blog post ideas, proofreading and making suggestions to YOUR finished product, but it should never be the one doing the heavy lifting. Create more content that Google and your audience can't get enough of.

Think:

• Ultimate guides

• Step-by-step tutorials

• Case studies and real examples

• Hot takes that share your unique point of view

Basically: be the expert. The internet (and Google) loooves that.

4. Use Schema Markup (a.k.a. Structured Data)

Okay, don’t glaze over— this sounds techy, but it just means you’re giving Google extra context about what’s on your page.

If you're on Wix, good news: it’s built in on most templates. If you're on Squarespace or another platform, there are plugins and tools to help. You don't need to code it yourself, just make sure your site has clear page titles, headings, and descriptions.

This helps your content show up in rich snippets and AI summaries— those fancy little blocks at the top of search results.

5. Keep Blogging—But Blog Smarter

Blogging is still one of the most powerful tools you have to boost SEO. You just need to:

• Write posts based on actual keyword research (not just throwing something out there that you're assuming would be a good idea)

• Make them scannable (short paragraphs, headers, visuals)

• Optimize each post for one main keyword + supporting phrases

• Update older posts regularly with fresh info

Bonus: Every blog post you write can be repurposed into 5+ pieces of social or email content. So it’s not just good for Google— it’s good for your whole content ecosystem.

6. Don’t Rely on Google Alone (Diversify Your Traffic!)

It’s time to stop putting all your digital eggs in one algorithmic basket. I know, I know, as a web designer and SEO professional, that might sound a little contradictory. But here's the thing... A real marketing professional won't (or shouldn't) tell you to put all your marketing eggs in one basket. I don't care if I'm a web designer, social media expert, Pinterest manager, or whatever the case. Everyone should always be diversifying their marketing platforms. Just like you wouldn't invest all your money into one stock that could tank tomorrow. Instead, you know you should put your money in several reliable places!

Diversify by:

• Growing your email list (hello, owned audience)

• Building a presence on Pinterest (great for long-term content visibility)

• Creating helpful content on Instagram that drives people back to your website

• Offering free guides or lead magnets to capture more leads directly

The more you can get people to your site from other sources, the less you have to stress over Google’s every mood swing.

7. Create Content That Builds Trust— Not Just Clicks

AI can give people quick info. But it can’t build a relationship.

That’s your job. And honestly? That’s what will win long-term.

Your personality, your storytelling, your voice— that’s what builds connection and trust. So when someone does land on your website or find you through AI… they stick around. They trust you. They convert.

TL;DR: Your SEO Work Isn’t Wasted. It Just Needs a Little Pivot.

If you’ve been investing in your SEO strategy, keep going. You’ve already got the foundation— you just need to tweak your content to play nice with AI while still being helpful for humans.

Let this be your reminder:

✅ SEO is still very much worth it

✅ Google is evolving— but so can we

✅ You don’t need to panic— you just need to adapt

✅ Strategic content will always win long-term

P.S. Need help creating content that shows up in Google and sounds like you? I’d love to help. From optimized website copy to blogging blitzes to ongoing SEO support, I’ve got flexible ways to work together— no overwhelm required.