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How AI is Changing Search Results – and What Small Business Owners Need to Do About It
Noticed anything different in how Google search results appear lately? We’ve all become used to seeing those AI-generated blue links, but now, far more detailed answers have appeared right at the top of the page, providing a summary of information.
Understandably, this shift has left many small business owners wondering: “If Google’s AI is giving answers directly, will people still click on my website?” It’s a hot topic right now and one that’s causing concern. But in reality, there’s no need to panic.
The good news is that while the way results are displayed may be changing, the fundamentals of getting found online haven’t. Search engines are still powered by the same thing they’ve always been powered by: content, links, and technical signals that help them understand your website. The difference is that AI is now repackaging that information in a more conversational way.
So, let’s break down what’s happening, bust a couple of myths, and most importantly, outline what you can do to make sure your business continues to show up in search results.
Myth Busting: GEO vs SEO
You might have seen the term GEO (Generative Engine Optimisation) floating around recently. Some people are touting it as an entirely new form of optimisation that businesses need to learn from scratch – and some are encouraging people to part with money in exchange for training in this new dark art.
Here’s the truth: there’s no difference between GEO and SEO.
The search engines powering these AI results are still crawling, indexing, and ranking websites in the same way they always have. The AI simply presents information differently. For example, Bing says it often pulls from structured data (like schema markup) to decide what appears in its AI answers.
In other words, if you want to appear in AI-generated overviews, you need to continue doing solid SEO. You don’t need to optimise differently for generative AI – you just need to optimise better.
What this means for your business
Rather than panicking about AI stealing clicks from your website, think about it this way: search engines (and the AI tools layered on top of them) still need content to draw from. They don’t make information out of thin air. If your website provides clear, relevant, and trustworthy information, you’re in the running to be included in those summaries and to attract clicks from them.
Here’s what you should focus on...
Keep creating useful, insightful content
Google’s AI (and other AI search tools) need something to work with. That ‘something’ comes from businesses like yours that publish helpful content online.
Ask yourself:
- What questions are my customers asking me every day?
- Can I create content that answers those questions clearly and simply?
- Am I offering insights that go beyond the obvious?
For example, if you run a local bakery in Exeter, don’t just write “The Best Cakes in Exeter.” Write about:
- How to choose the right cake size for a party.
- Why certain ingredients make a cake taste better.
- A behind-the-scenes look at your baking process.
This type of content is exactly what search engines (and AI overviews) want to showcase because it genuinely helps people.
If you’re wondering when you’ll have time to create all this content, why not consider getting some help? Is there someone in your team with excellent writing skills? Could you hire a local copywriter to produce a batch of useful content for you? Allocating some of your marketing budget towards quality content generation is a very wise investment that will benefit you for years to come.
You might consider using an AI tool such as ChatGPT to write content for you. These tools are great for idea generation and starting you off with an outline – but be aware that you, or someone else, will need to fact-check what’s produced, and heavily edit it to make sure it includes detailed, helpful information, and that it sounds human and consistent with your brand. Google doesn't mind you using AI for content generation, but it does want it to be human-checked, edited and factually correct. If it's not, Google and other search engines will notice and your ranking will be affected.
Make sure your website works well
Search optimisation isn’t just about words on a page. Google and Bing also look at how user-friendly your website is. That’s because search engines want to recommend websites that people actually enjoy using.
Some technical areas worth checking include:
- Page speed: Does your site load quickly on mobile?
- Mobile experience: Is it easy to navigate on a small screen?
- Clear structure: Do you have logical menus, headings, and categories?
- Schema markup: This is extra code that tells search engines what’s on a page (like reviews, opening hours, or product details). Bing has said it uses schema to help fuel its AI summaries, so getting that right is more valuable than ever.
You don’t need to have a degree in computer science to tackle these areas – small fixes can make a big difference. If the technical element of it confuses or intimidates you, it's worth getting some outside help. A good local web developer will be able to accomplish within hours what might take you weeks of pulling your hair out. So, ask other business owners for a recommendation, and consider investing in someone who specialises in this area.
Link naturally
Link building has always been one of the trickier parts of SEO, and AI doesn’t change that. But here’s what matters: focus on links that actually add value.
If you create something worth referencing – like a guide, a study, or a useful tool – other websites will naturally want to link to it. That’s the kind of link building that search engines trust.
What doesn’t work (and never really did) is buying links or creating low-quality directories. AI tools are smart enough to filter out noise. The best approach is still the simplest: create something useful, and when you reference someone else’s work, link to it. Over time, others will do the same for you.
SEO still matters - maybe more than ever
AI is changing how search results look, but not why websites get shown in the first place. That still comes down to strong, consistent SEO practices such as:
- Helpful, user-focused content.
- A technically sound website that’s easy to use.
- Natural links that build credibility.
Generative AI is not replacing SEO. It’s highlighting the importance of it. If anything, small businesses should see this as a push to improve their optimisation efforts.
Think of it like this: AI needs fuel. Your content, your site structure, your credibility – that’s the fuel. The better your SEO, the more likely you are to show up in AI overviews and attract clicks from them.
So, instead of worrying about GEO vs SEO, or chasing the latest buzzwords, focus on doing the fundamentals really well. That’s what will keep your business visible in search, no matter how the results page layout evolves.
Final thoughts
For small business owners, the rise of AI in search results doesn’t mean the end of being found online. It means you need to be a little sharper, more methodical, and more consistent with your SEO efforts.
If you’ve been putting off updating your website, now’s the time. If you’ve been meaning to write those blog posts that answer your customers’ questions, start now. If you’ve never looked at your site speed or schema markup, put it at the top of your to-do list.
Search isn’t disappearing – it’s just changing its outfit. And with the right approach, your business can be seen in all the right places.
Are you a business owner in Devon, Cornwall, Somerset or Dorset? Would you like some free advice on any of the areas covered in this article, or on any other business challenges you’re facing? We’re here to help. Take a look at our current business support programmes here to see what’s available right now and to check your eligibility.
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