The future of SEO in an AI world: What small businesses need to know

Search engines as you know it are changing, fast!

With the rise of AI-powered tools like ChatGPT, Google’s Search Generative Experience (SGE), and AI content everywhere you look, the future of SEO is no longer just about keywords and backlinks. It’s about clarity, quality, and helping real people get real answers.

If you’re a small business relying on Google to drive new traffic, this shift matters, and ignoring it could mean your business fades into the background.

Here’s what’s happening (and what you should do about it).

AI is changing how people search

Google is no longer just delivering a list of websites. With SGE, it’s starting to summarise answers directly on the page using AI, meaning users may never even reach your website. 

According to Search Engine Land, “SGE’s introduction is going to fundamentally change the way brands think about being discoverable online.” If users stop clicking through to websites, your visibility has to start before they get there, in the information you provide and the trust you build.

That means the traditional SEO checklist; keywords, meta tags, long-form content won’t be enough on its own.

So, imagine you search on Google: “How do I connect with other likeminded businesses?”

Instead of just a list of websites, Google’s SGE might display an AI-generated summary like this:

“To connect with likeminded businesses, consider joining local networking groups, attending industry-specific events, or engaging in online communities such as LinkedIn Groups or niche Slack channels. Collaborations often begin through shared values, so focus on communities that align with your mission or market.”

This summary appears before any organic search results and it’s compiled by AI from trusted sources online. If your business has shared advice on building partnerships, joining community events, or supporting others in your field, your content could be featured in that AI-generated response.

In other words: you’re not just trying to rank, you’re trying to be part of the answer.

AI-generated content isn’t your competition, generic content is

With AI tools everywhere, it’s never been easier to pump out a blog post. But that also means the internet is filling up with more of the same. However, it can’t (yet) replace real expertise, local insight, or human tone. That’s your advantage, and it matters more than ever.

Here’s what Google is prioritising now:

• Real-world experience: insights only a human with first-hand knowledge can share
• Helpful, trustworthy advice: not just facts, but context
• Credible sources: real businesses, real names, real people

Google’s recommendation:

“Create content that’s helpful to people, not just content that’s designed to rank.”

So if your site is filled with vague, keyword-stuffed fluff, AI search will pass you by, and your customers will, too.

Focus on creating content that answers specific questions, reflects your voice, and is genuinely helpful. Especially the kind of stuff your customers ask you directly. Those questions are key here.

Local and niche content will be even more powerful

While AI might dominate generalised content (like “what is marketing”), it still struggles with local intent and niche relevance.

This is your opportunity.

If you’re a florist in Balham, an electrician in Brighton, or a skincare brand for sensitive skin, your content should reflect that. That means:

• Clear service areas and specialisms on your site
• Locally optimised blog posts and FAQs
• Google Business Profile updates and reviews
• Case studies or testimonials with real names and places

The more specific and trustworthy your content is, the more likely you are to appear in AI-powered results

Think structure, not just words

AI isn’t reading your content the way a person does, it’s breaking down structure.
That means content that’s clearly laid out (headings, bullet points, direct answers) performs better.

You don’t need to write more, but you do need to write better.

Update older pages. Use clear formatting. Answer common questions.

And importantly, connect each piece of content to your area of expertise, your audience, and your location.

So, SEO vs. AI optimisation: Do you need both?

Short answer: yes.
They work together, not in competition.

Traditional SEO = Getting found on Google

• Helps your site rank in organic search results
• Drives traffic through keywords, backlinks, meta data, etc.
• Prioritises structure, speed, mobile friendliness, and content clarity
• Still very relevant for users who browse, compare, and click through sites

AI optimisation = Getting found in AI answers

• Helps your content show up in AI-generated summaries
• Prioritises expertise, clarity, trust, and contextual answers

Why you should do both:

• SEO gets clicks
• AI gets credibility and brand exposure (even without the click)
• Together, they future-proof your content: you rank and you get featured

Think of SEO as helping people find you, and AI optimisation as helping people trust you when they do.

So where does that leave you?

SEO isn’t about outsmarting Google — it’s about proving your business is the one people can trust. That’s what SGE is all about.

If you’re still relying on an old blog strategy or writing vague copy “for SEO,” it’s time for a shift. But this doesn’t have to mean a total overhaul, often, it’s just about improving what you already have.

AI is changing how people search. Google is changing how it ranks. But small businesses that speak clearly, share real expertise, and focus on trust are still in a great position to be found.

Want to future-proof your website and make sure your content is built for what’s next? Book a free 30-minute call and we’ll help you make sense of what matters (and what doesn’t).