If you’ve searched for something on Google recently, you may have noticed a new box at the top of the results — an AI-generated summary that attempts to answer your question directly, before you even click on a website. Google calls these AI Overviews, and they’re changing the search landscape in ways every business owner should understand.
What’s happening
Google’s AI Overviews use artificial intelligence to read multiple web pages and generate a concise answer to your search query. For some searches, this means the user gets what they need without ever clicking through to a website. For businesses that rely on organic search traffic, this is a significant shift.
Should you be worried?
It depends on what kind of searches bring people to your site. Informational queries — “what is SSL” or “how to improve page speed” — are most affected, because Google can often answer these directly. Transactional and local queries — “web designer Cambridge” or “managed hosting near me” — are less affected, because users still need to visit your site to take action.
That said, even if your core business queries aren’t directly threatened today, the trend is clear: Google is becoming an answer engine, not just a search engine. Adapting now puts you ahead.
What you can do
Create content that AI wants to cite
AI Overviews don’t generate answers from thin air — they synthesise information from existing web pages. When they do, they usually link to their sources. To become one of those cited sources:
- Be specific and authoritative. Broad, generic content gets passed over. Detailed, expert content gets cited.
- Use clear structure. Headings, bullet points, and concise paragraphs make it easier for AI to extract and reference your content.
- Include original insights. AI can summarise existing information, but it values unique perspectives and original data.
Focus on what AI can’t replace
AI can answer “what is managed hosting?” but it can’t build a relationship with a client, understand their specific needs, or provide ongoing support. Make sure your website communicates the human value you provide — your experience, your local knowledge, your track record with real clients.
Double down on local SEO
Local searches are harder for AI to fully answer because they involve specific businesses, reviews, and geographic context. Make sure your Google Business Profile is complete, your reviews are strong, and your website clearly communicates where you are and who you serve.
Add structured data
Schema markup helps search engines (and their AI systems) understand exactly what your content is about. Article schema, FAQ schema, and local business schema all help your content get properly categorised and potentially cited.
Our approach
At Red Web Cambridge, we’re building websites with AI-era search in mind. That means structured data on every page, content designed to be both human-readable and machine-parseable, and a focus on the kind of authoritative, specific content that AI systems want to reference.
If you’re wondering how AI search might affect your business, we’re happy to chat through the implications and help you adapt.