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Have you spent time and money trying to “get found on Google?”.
You’re not alone.
For years, SEO (Search Engine Optimisation) has been a cornerstone of digital marketing, and it used to work.
You’d build a site, write blog posts packed with keywords, maybe get a few backlinks, and over time, your website would show up in Google. Customers would find you. Sales would come in!
But in 2025, this model has hit a wall.
65% of search traffic already goes to ads, not organic links.
And now, Google’s latest shift with 'AI Overviews', means even organic search isn’t what it used to be.
This article covers what's happening and what small business owners need to know.
A year ago, Google teased something called 'AI Overviews.' Fast forward to today, and it’s not a test. It’s the new default.
Searching ‘how to find plumbers in Parramatta’ can now bring up AI-curated business suggestions before you ever see a website link.
It’s called Generative Engine Optimisation (more on this later).
This is the new top section in Google Search. Before paid links. Before organic links.
Most people now might never visit a single website.
This is what search looks like now. Not lists. Not clicks. Just answers.
What does it mean when Google isn’t showing links to your website (and just summarising your content without sending traffic)?
Time and money invested in keyword blogs, how-to guides, or top-of-funnel content, and the reach that brings is already shrinking.
Your blog might still rank, but it won’t be clicked.
Your expert advice may be cited and included in the sources on the right hand side of the search, but people might never visit your website.
And unless your content ties directly to a product, service, or buying action, it will be ignored by Google’s AI.
What has changed is a shift from SEO to GEO.
Think ChatGPT, Perplexity, Claude, Meta’s Llama—and yes, Google itself.
The truth is that many traditional SEO tactics might no longer be effective.
Even well-meaning SEO packages that cost $1,000–$5,000/month may fall short:
With these changes, business owners and marketing leaders should be cautious of paying for SEO content that isn't intentionally being written and designed for AI.
If your blog isn’t the best answer and structured for machines, it might just end up as digital clutter.
Yes, more than ever.
While much of the attention is on AI-generated answers and GEO strategies, one old-school asset has become even more critical in the new search landscape: your Google Business Profile (GBP).
When someone searches for “dentist near me”, “accountant Sydney CBD”, or “skip bin hire western suburbs”, the AI summary doesn’t just pull in blog articles—it also pulls directly from GBPs, reviews, maps, and other structured local business data.
You don’t even need a website visit for a customer to enter your orbit. The AI result often includes:
In many cases, the customer completes their journey right there—on Google, without ever touching your website.
Even if you claimed your profile years ago, it likely needs a refresh. A half-filled GBP won’t be shown by Google’s AI.
Here’s how to adapt your digital strategy for today’s search landscape.
Start with what matters most.
If you only fix 2–3 things, make it these:
If you said “no” to more than two, your visibility is probably declining.
Many smart SEO agencies are now creating answers for humans AND artificial intelligence.
That means:
SEO isn’t dead. But the rules have changed.
Search is no longer about great content that ranks well for search. It’s about crafting content that makes it easy for machines to trust, evaluate and summarizes in AI Overviews.
If you become the most helpful and credible source of answers in your category (whether you’re a medical practice, equipment hire, or ecommerce brand) - AI will surface your business. Customers will follow.
Want to know where you stand? Book a call with wp pixel.
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