(This is the 27/05/2025 issue of my newsletter – subscribe here)
Hey hey!
This week I’m breaking my own ‘don’t stick to one theme’ rule and concentrating purely on the AI stuff. I know, I know – you’re probably sick of hearing about AI. But here’s the thing: it’s affecting traffic and SEO in ways that are actually impacting businesses right now, so I think it’s important that people understand what’s happening, even if the word “AI” makes you want to hide under your desk.
Don’t get me wrong – I’m not panicking about robots taking over the world. But I am seeing real changes in how people find websites, and if you’re running a business that depends on Google traffic, you need to know about this stuff.
So this week, we’re talking about Google’s latest AI features and what they mean for your website traffic.
Google’s AI mode and AI overviews – the new reality
Google’s recently rolled out two new features that are changing how search works: AI Mode and AI Overviews. And before you ask – no, nobody’s an expert in these yet. We’re all figuring it out as we go.
AI Overviews are those AI-generated summaries that appear at the top of search results. About 30% of searches in the US now trigger these, and they’re particularly common for longer questions. Instead of clicking through to websites, people are getting their answers directly from Google.
AI Mode is even more dramatic – it’s a separate tab that turns search into a conversation. Instead of the usual list of blue links, you get a ChatGPT-style interface that can handle complex questions and follow-ups. You either get mentioned in the AI response, or you’re invisible.
The traffic reality Google doesn’t want us to talk about
The data shows that AI Overviews are reducing click-through rates to websites by 30-35% on average. Some businesses are seeing drops of 20-60%. People are getting their answers without ever visiting websites. And it’s probably going to get worse once AI Mode is rolled out properly and people start to use it in the UK.
Even worse, currently you can’t even track this. AI Mode traffic shows up as “Direct” in Google Analytics, so you’ve got no idea how many people are finding you through AI responses. It’s like trying to run a business with half your sales data missing. (It has been confirmed that this is a bug and should be rectified, but there’s not timeline on this.)
Google Search Console will eventually show AI Mode data, but it won’t be broken out separately. It’ll be lumped in with everything else, so you still won’t know what’s coming from where.
What this means for small businesses
If you’re a local business, this could be particularly challenging. Instead of appearing in local search results alongside your competitors, you might be competing for a mention in an AI overview about “best SEO in Northamptonshire” – and there might only be room for 2-3 businesses to get mentioned.
For B2B service businesses, the game has shifted to demonstrating real expertise. AI systems are pulling from the most authoritative sources, so your content needs to be genuinely helpful, not just keyword-optimised fluff.
How to adapt (without losing your mind)
The fundamental SEO principles haven’t changed, but the execution has:
Create comprehensive content that thoroughly covers topics. Instead of thin blog posts, create detailed guides that position you as the expert.
Structure content for AI consumption with clear headings, bullet points, and logical flow. Think of it like writing for a very smart but impatient reader.
Focus on user intent rather than keywords. What questions are your customers actually asking? What problems are they trying to solve?
Build topical authority by covering your subject area comprehensively. If you’re a financial advisor, create content about all aspects of financial planning, not random topics.
The businesses that thrive won’t be the ones trying to game the system – they’ll be the ones providing genuine value to their customers.
I’ve written a detailed article breaking down both the immediate actions you can take and the longer-term strategies for adapting to AI search – it’s worth a read if you like plain English and want to know what to do next: Google AI Mode & AI Overviews – What Small Business Website Owners Need to Know
YOUR FREE SEO TIP: Add Google posts to your business profile
Google Posts are the free feature everyone ignores on Google Business Profile. These mini-updates appear directly in your business listing and can include offers, events, news, or helpful tips. Include a call-to-action button and relevant keywords naturally. It’s fresh content that Google loves, and it keeps your listing active and engaging. Takes 2 minutes, costs nothing, and can boost your local visibility. Good practice is to make a calendar note to post once a week.
Google AI search – what you should do right now
Immediate actions: Audit your current content – is it comprehensive enough for AI systems to see you as authoritative? Fix your technical basics. Monitor your traffic patterns more closely.
Long-term planning: Develop content clusters around your main service areas. Build alternative traffic sources – don’t put all your eggs in the Google basket. Prepare for voice and multimodal search.
Worried about how AI search will affect your business?
If you’re wondering how these changes might affect your website specifically, I’m offering 1:1 consultations for people concerned about AI search at a special price of £99 + VAT. My time is limited so it’s first come, first served.
We’ll spend an hour looking at your situation, your current website performance, and work out a practical plan for adapting to AI search. No generic advice that leaves you wondering what to do next – just a straightforward conversation about what makes sense for your business.
Book your AI search consultation here
Remember, AI is changing search, but it hasn’t eliminated the need for good marketing fundamentals. The businesses that adapt smartly will leave their competitors wondering what happened. Be one of those businesses.
Always non-wanky,
Nikki
P.S. That Google Posts tip works for product updates too. “New service launched” or “Booking now open for June 2025” keeps your listing fresh and gives people a reason to click through to your website.
