Updated January 2026
Quick summary
Google’s AI answers and zero-click results mean fewer people are visiting websites, but small businesses can still win by making their sites crystal clear, sharing personal stories and FAQs, keeping profiles and reviews up to date, and building authority through mentions and partnerships.
Don’t rely on Google alone. Grow audiences on social media, email lists, QR codes and ads. Measure visibility (impressions, direct visits, conversions) rather than just clicks, and decide if outsourcing SEO makes sense for you. The focus now is on clarity, trust, and spreading your presence across multiple channels.
Search is changing fast. When you Google something today, you often see an AI‑generated answer at the top of the page, followed by ads, shopping results and other features. By the time organic results appear, they’re buried. A recent Semrush study found that in March 2025, 13 % of queries already showed AI Overviews (nearly double January’s number) and 88 % were informational. WordStream notes that about 65 % of searches now end without a click. This shift is hurting website traffic — but it’s not a reason to give up. Instead, it’s a cue to adapt.
Below is a straightforward roadmap for local business owners, especially busy female entrepreneurs who don’t have time to decode tech jargon. We’ll explain why visits are down and how you can still attract people to your website and online store, with real‑world examples.
1. Make your website easy for AI (and people) to understand
This section is about laying the foundations — making sure your website is clear, crawlable, and accessible so both people and AI search systems know exactly who you are and what you offer.
Clearly explain what you do.
AI systems can’t guess. OrbitMedia warns that bots ignore images and trendy slogans, so make sure every service, location and credential is spelled out in plain language.
- Example: If you bake custom cakes in Grimsby, create a simple paragraph that lists the occasions you cater for (“birthday cakes, wedding cakes, cupcakes”) and the areas you serve. Don’t rely on just a tagline like “Sweet Treats for Every Moment”—say explicitly “I bake custom wedding cakes and birthday cupcakes for customers in Grimsby and Cleethorpes.” Include your phone number and email on the same page so AI can easily extract your contact details.
Use headings, lists and FAQs.
Google’s own guidance recommends structuring content with H2/H3 headings, bullet points and tables, and adding FAQ sections. WordStream notes that these formats help you appear in featured snippets and AI summaries.
Example: A landscaper’s service page might have headings like “Lawn Maintenance,” “Garden Design,” and “Patio Installation.” Under each heading, list exactly what’s included, for instance:
- Mowing and edging
- Weed control
- Seasonal fertilisation.
Add an FAQ section at the bottom answering common questions such as “How often should I water my lawn?” or “Do you offer free consultations?”
Add schema markup.
Simple code snippets (like FAQPage or HowTo schema) tell search engines what your content means, increasing your chances of being cited in AI Overviews.
Example: If the cake maker has a blog post titled “How to store leftover cake,” she can add a HowTo schema (using a plugin if her site runs on WordPress). This markup labels each step, making it easier for Google to feature her instructions as a snippet or AI answer.
Keep your site accessible.
Avoid hiding important text in tabs or accordions; AI might miss it. Make sure pages load quickly, work on mobile and use HTTPS (secure). Google values a good page experience.
Example: The landscaper should avoid building his services page entirely with interactive tabs that only load when clicked. Instead, show the important descriptions immediately. He should compress images of gardens to load quickly on mobile, ensure his website uses a secure HTTPS connection and check that buttons and forms are easy to tap on a smartphone.
Make it easy for your ideal customers
Small touches make a big difference. Keep your Google My Business profile up to date with photos, opening hours and reviews so your business shows up in Maps searches. On your website, focus on user experience: clear navigation, mobile-friendly design, and content written for your target audience. The easier it is for a potential customer to find information, the more likely they are to contact you.
The cake maker updates her Google My Business profile with professional cake photos and responds to every review. The landscaper redesigns his site so visitors can quickly see the areas he serves, what services he offers, and how to request a quote in just one click.
2. Create content that AI can’t replace – WHAT to publish?
This section is about what to publish on your site — original, human stories and helpful resources that go beyond generic AI answers.
Tell your story.
AI excels at summarising common knowledge but struggles with real‑life experiences. Publish case studies, behind‑the‑scenes stories and lessons learned. Ahrefs suggests “deliberately human” content, thought leadership, opinion pieces and original research.
Example: The cake maker can write a blog post about how she developed her signature red‑velvet recipe, including photos from her grandmother’s recipe book and anecdotes about testing the cake at local charity events. That personal story can’t be reproduced by AI and helps readers feel a connection.
Answer questions thoroughly.
Long‑tail, conversational queries like “How can I grow herbs on a small balcony?” often bypass AI Overviews. Use customer feedback and support questions to create helpful articles. Search Engine Journal’s SEO pro says we must shift from keyword lists to answering people’s actual questions.
Example: The landscaper might notice that clients often ask, “What’s the best low‑maintenance plant for a shady garden?” He can write a detailed article answering that question, including pictures of suitable plants and advice on soil preparation. This type of specific, question‑focused content helps him appear when people search for that exact question.
Update old posts.
Fresh, accurate information signals quality. Semrush notes that 67 % of URLs appearing in AI Overviews rank in the top 10 results when they are kept up‑to‑date.
Example: The cake maker wrote a “Top trends in wedding cakes” post two years ago. She should revisit it each year, updating it with the latest trends, photos and customer stories (e.g., “Buttercream flowers are popular this summer”). Updating old content not only shows you’re active but also improves your chances of being featured in AI summaries.
Include images and videos.
Google’s AI increasingly favours videos and visual content. Remember to add alt‑text and transcripts.
Example: The landscaper could film a short time‑lapse video of a garden transformation and upload it to YouTube, then embed it on his website with a transcript describing each step. He should also include labelled before‑and‑after images with alt‑text like “Before and after flower bed redesign in Cleethorpes garden.”
Build a content strategy that works
SEO today is about more than keywords. A strong content marketing plan starts with knowing your target audience and producing valuable, engaging content that matches their needs. Think about your content strategy in advance: what blog posts, videos or guides will actually help your potential customers? Combine great content with technical SEO (like fast page speed and a secure site), internal links between your pages, and SEO tools like Google Keyword Planner to find search ideas.
Example: The cake maker uses Google Keyword Planner to discover people search for “simple birthday cake designs.” She writes a blog post with photos of her designs and links internally to her “custom birthday cake” service page. The landscaper creates a piece of website content about “low-maintenance plants for shaded gardens” and links it to his main “garden design” page to guide visitors deeper into his site.
Earn visibility through partnerships and guest content
Writing for other sites — known as guest blogging or guest posting — helps you reach new audiences and earn quality backlinks. These links from reputable websites signal to Google that your site is trustworthy. Building a few strong backlinks can have a bigger impact than hundreds of weak ones.
Example: The cake maker writes a guest post on a wedding planner’s blog about choosing the perfect cake flavours, with a link back to her website. The landscaper contributes an article to a regional home magazine’s site about “5 easy spring garden projects,” earning a backlink and attracting local readers.
3. Build authority and trust – How OTHERS see and validate your business
This section is about showing proof, i.e. reviews, mentions, credentials, and guest posts that demonstrate your expertise and make both customers and search engines trust your business.
Encourage reviews and citations.
For local businesses, optimising your Google Business Profile and collecting reviews is critical. Search Engine Journal’s research shows that “near me” queries trigger the Maps Pack and never AI Overviews, so being visible there matters more than ever. Encourage customers to leave detailed reviews and respond to them promptly. Search Engine Journal emphasises that only 1% of queries trigger both AI Overviews and the Maps Pack, so you need to optimise for local intent separately.
Example: The cake maker can request a Google review from each happy customer and ask them to mention “birthday cake” or “wedding cake” along with her town. She should also upload fresh photos of her cakes and respond warmly to every review. These reviews help her appear in the Maps section when someone searches “birthday cake near me.”
Get mentioned on trusted sites.
Backlinks from reputable domains increase your authority in AI-driven search. WordStream points out that authority signals matter more than ever, and Ahrefs recommends going “all in on brand and PR” by securing mentions across the web.
Example: The landscaper can write a guest article for the local council newsletter about the benefits of native plants. He could also collaborate with a local home-improvement blogger or appear on a community radio show to discuss seasonal garden care. Each mention builds credibility and increases the chances of being cited in AI summaries.
Show your credentials.
Google’s EEAT guidelines (Experience, Expertise, Authority, Trust) stress the importance of demonstrating credentials and transparency. Make sure your qualifications and experience are clear on your website and across other platforms.
Example: The cake maker should include a short bio on her site noting her culinary training and food-safety certifications, and list any awards she has won. Adding logos or badges for certifications and linking to a health-inspection report or industry association membership helps both customers and AI understand that she is a trustworthy expert.
Guest blogging and partnerships.
Writing for other sites—also called guest blogging or guest posting—helps you reach new audiences and earn quality backlinks from reputable websites. These mentions build authority and trust, which improves your visibility in search and AI summaries.
Ahrefs recommends going “all in” on PR and mentions to grow brand presence beyond your own site, and
WordStream emphasises earning backlinks and building authority with original, people-first content.
How to do it: Make a short list of reputable sites your customers read (local magazines, niche blogs, partner businesses). Pitch one helpful article idea that solves a real problem for their audience, include a short bio, and link back to the most relevant page on your site (use UTM tags so you can track referral traffic).
Example: The cake maker writes a guest post for a local wedding planner’s blog about “How to choose your wedding cake flavours,” linking back to her wedding cakes page. The landscaper contributes “5 easy spring garden projects” to a regional home magazine’s website, earning a backlink and steady referral traffic from readers in his service area.
4. Diversify beyond Google
This section is about widening your reach, i.e. using social media, email, PR, and advertising to attract visitors from multiple channels instead of relying only on search traffic.
Social media as search.
Younger audiences are discovering brands on TikTok, Instagram and Reddit—not just Google.
Search Engine Journal highlights these platforms as powerful discovery engines. Use short videos, carousels and helpful posts; join or create an online community (e.g., a Facebook group); and collaborate with local influencers to boost brand awareness.
Example: The cake maker records a 30-second TikTok showing buttercream flowers and adds “See more decorating tips on my blog.” She also partners with a local lifestyle influencer who shares a tasting reel. The landscaper posts a before-and-after garden transformation on Instagram with simple planting tips and runs a neighbourhood Facebook group (“Grimsby Garden Ideas”) to answer questions and build trust.
Email and messaging.
“Own your audience” by building an email list instead of relying only on algorithms. Email gives you a direct line to customers and drives repeat visits.
WordStream.
Example: The landscaper offers a free “Spring Lawn Care Checklist” for sign-ups. Each month he sends a short newsletter with seasonal tips, recent projects and a limited-time offer—keeping his brand front-of-mind.
Partnerships and PR.
Earned coverage builds trust and authority beyond your own site. Go “all in on brand and PR” to secure mentions and features that compound over time, online and off.
Ahrefs.
Example: The cake maker teams up with a florist and photographer for a styled wedding shoot. Each business posts the images and links to the others. She also hosts a local food blogger for a behind-the-scenes story that links back to her site.
Paid advertising.
Use ads to replace lost organic clicks and stay visible during key moments. Search ads capture commercial intent; social ads efficiently reach local audiences.
WordStream. You can also test affiliate partnerships where reputable sites promote your offers for a commission.
Example: The landscaper runs a focused Google Ads campaign for “patio installation Grimsby” and “garden tidy up Cleethorpes,” tracking enquiries from each ad group. The cake maker targets engaged couples on Facebook/Instagram with a wedding-tasting ad and a limited-time booking incentive; she tests creatives and audiences to find the lowest cost per enquiry.
5. Connect the offline and online worlds with QR codes
This section is about turning real-world touchpoints into website visits by using QR codes on packaging, flyers, and events to bridge offline interactions with your online presence.
Use them where customers interact.
QR codes are more popular than ever: Bitly’s 2025 survey found that 93% of marketers increased their use of QR codes in the past year, and 88% reported more positive consumer sentiment. They’re used on packaging, email, signage and events.
Bitly shows top placements include product packaging, email, events and print ads.
Example: The cake maker can add a QR code to every cake box that links to a page with storage tips, loyalty sign-up, and a discount for the next order. This connects her offline customers directly to her website and encourages repeat business.
Offer value.
People scan codes when they get something useful in return. According to
Bitly’s survey, the most common content delivered via QR codes is promotional offers (51%), event information (49%), product details (45%) and video demos (37%).
Example: The landscaper could add a QR code to a sign in a client’s garden that links to a gallery of before-and-after photos, a list of the plants used, and a voucher for seasonal maintenance. This offers value and motivates new customers to scan.
Track performance.
Use a QR code service that provides analytics.
Bitly notes that tracking scans helps businesses measure engagement and capture first-party data.
Example: Both the cake maker and landscaper can use Bitly or a similar tool to generate QR codes. They’ll be able to see how many times each code is scanned and from where, helping them decide which promotions or placements drive the most interest.
6. Measure what matters
This section is about tracking the right signals — not just clicks, but impressions, direct visits, and conversions — so you know where your marketing is working and how visible your brand really is.
Track impressions and positions (not just clicks).
Visibility is the new north star. Use Google Search Console to monitor Total Impressions and Average Position for your brand and key pages.
WordStream recommends focusing on brand visibility metrics, while
Search Engine Journal notes impressions are replacing clicks as a key KPI.
Example: The cake maker checks Search Console weekly. If “birthday cakes Grimsby” impressions rise but clicks don’t, she knows more people are seeing her result. She adds a clearer meta description (“Order custom birthday cakes in Grimsby—next-day options”) to earn more clicks from those impressions.
Watch direct traffic and assisted conversions in GA4.
People often see you in search and return later via a bookmark or direct visit. Measure brand impact by tracking Direct traffic trends and Assisted Conversions. WordStream suggests using GA4’s Attribution reports to see how Organic Search starts journeys that convert later.
Example: The landscaper sees spikes in Direct traffic after publishing a patio guide. In GA4, he checks Attribution → Conversion Paths and finds many sales that started with Organic Search and finished as Direct. He keeps investing in educational content because it clearly assists conversions.
Monitor SERP features and AI visibility.
Track whether your pages appear in Featured Snippets, People Also Ask, Knowledge Panels or AI Overviews using rank-tracking tools. WordStream recommends tools such as Ahrefs and Semrush for SERP-feature monitoring.
Example: The cake maker checks if her “How to freeze cake layers” article appears in People Also Ask. Seeing consistent PAA presence, she adds a short checklist and an FAQ block to increase the chance of earning a Featured Snippet too.
Set up lightweight dashboards.
Create simple reports so you’re not digging through menus every week. Build a Looker Studio dashboard for GSC impressions/clicks and a GA4 report focused on Direct traffic and assisted conversions. WordStream provides a clear outline for tracking visibility, attribution and trends.
Example: The landscaper’s Looker Studio view shows monthly Impressions for “patio installation” and “garden tidy up,” plus Average Position. His GA4 view shows Direct traffic trendlines and Assisted Conversions. He reviews both at month-end and plans content and ads based on the insights.
Define success beyond clicks.
Report on outcomes customers care about: calls, enquiries, bookings, form fills and quote requests. Tie these back to the channels and content that influenced them. WordStream recommends mapping conversion paths so you can see where search played a role.
Example: The cake maker tracks phone calls and enquiry forms in GA4. She notices many enquiries originate from people who first saw her “wedding cake flavours” guide. She updates and re-promotes that guide, adds a pricing explainer and features it in her newsletter to drive even more qualified enquiries.
Track where your visitors come from
Understanding where your visitors come from helps you decide what’s working and what needs attention. Use Google Analytics to look at your site traffic and see how many visitors arrive via search, referral traffic (from other websites), social media, or directly. This shows you which channels are bringing in potential customers and where to focus your energy.
Example: The cake maker sees that most of her website traffic comes from Facebook posts and referral traffic from a local wedding blog. She decides to double down on posting photos to her Facebook page and to pitch more guest content to wedding websites. The landscaper notices most of his new visitors come from Google searches for “patio installation” and uses Google Analytics to track enquiries from those pages.
AI‑powered search has changed the rules, but it hasn’t eliminated opportunities. By making your website transparent and human‑centred, telling unique stories, building authority and expanding your presence across multiple platforms, you can keep attracting visitors and customers.
Don’t rely solely on Google; nurture your own channels like social media, email and QR‑code interactions. Measure success through visibility and engagement, not just clicks.
With these practical steps—and the examples above—you can ensure your cake shop, landscaping business or any local venture thrives in the AI era.
Ready to put this into action?
Got any questions left?
Why is my website traffic going down?
Google has changed the way search results look. AI-generated answers, ads and shopping results often appear above the normal website listings. This means many people get their answers without ever clicking on a site, which reduces visits across the board.
What’s the quickest action I can take right now?
Make sure your website clearly states who you are, what you do, and where you are based. Add a services page in plain language and update your Google Business Profile with accurate details and recent photos. These two simple steps improve your chances of being seen.
How can I get visitors without relying on Google?
Diversify your marketing. Share your expertise on social media, grow an email list, collaborate with local partners, and use QR codes on packaging or flyers to link people directly to your site. Paid ads on Google or Facebook can also help you stay visible when organic traffic dips.
What are the benefits of outsourcing SEO?
Expertise on tap: SEO specialists keep up with constant Google and AI changes so you don’t have to.
Saves time: Frees you up to focus on running your business.
Access to tools: Agencies often use paid tools (like Semrush, Ahrefs, Screaming Frog) that may be too expensive for one small business.
Fresh perspective: Outsiders can spot opportunities and issues you might miss.
Can small businesses still get website visitors from Google?
Yes. It’s more challenging, but still possible. The key is to create content that is clear, useful and specific to your customers’ questions. Keep your Google Business Profile up to date, and focus on being visible in AI Overviews, featured snippets and the Maps Pack.
What should I measure if clicks are down?
Look at impressions (how often your site shows up in search) in Google Search Console. Also track direct visits, enquiries, calls and bookings. These give you a clearer picture of how people are finding and contacting you, even if they don’t click immediately.
Should I outsource SEO or should I do it in-house?
It depends on your time, skills, and budget. SEO isn’t a one-time job — it’s ongoing work that involves technical know-how, content, local optimisation, and keeping up with Google’s changes. Some businesses prefer to keep it in-house for control, while others outsource to save time and tap into expertise.
