Google’s AI Search: What it means for your business (and what to do about it)

You have likely noticed Google’s relatively new AI feature. In fact, you may well be using it for personal, even work-related searches. Google’s Search Generative Experience (SGE) is changing how people find information online, and it’s having a big impact on business.

If your organization hasn’t started thinking about how this AI-powered search shift will impact you, now is the time to take action. 

In short, SGE uses AI to deliver more concise, direct answers to search queries, pulling information from multiple sources into a single, easy-to-read response. No more clicking through links to find the answers. For example, if someone searches “What are the symptoms of strep throat?” Google’s AI will summarize that information right on the search results page, no website visits required. 

While this might seem like a convenient innovation (and it is), it also brings new challenges for organizations wanting to stay visible in search results. Let’s break it down. 

How does this impact business? 

1. Less visibility for websites 
   Google’s AI now summarizes information in one box, so prospects may get answers without clicking on your website—making it harder to attract new customers. 
2. People are searching differently
   More prospects are relying on AI-generated answers directly from Google, meaning they might choose solutions based on those summaries instead of visiting your site. 
3. Larger players have the advantage
   Bigger brands with strong online presence are more likely to appear in AI search results, making it tougher for smaller players to compete.
4. Higher advertising costs 
   As organic results shrink, more organizations are turning to paid ads, driving up costs for visibility. 
5. Local search Is tougher
   Customers searching locally may struggle to find your business as Google pulls info from broader regions, making local visibility harder to achieve.

Turning challenges into opportunities 

In marketing, there is virtually always an upside or, at the very least, a workaround. Follow these tips to adapt your strategy and optimize results.  

1. Focus on Online Reputation Management (ORM) 
   A strong online reputation is essential. ORM can help boost your visibility and keep your business relevant, even in the age of AI-driven search. 
2. Enhance SEO and content
   Create high-quality content that directly answers prospects’ questions. This helps you appear in AI-generated results and positions your organization as an expert in your field. 
3. Leverage reviews and ratings
   Positive reviews improve your search rankings and build credibility. Make sure your customers are sharing their positive experiences. 
4. Invest in targeted ads 
   If you need to invest in ads, keep them targeted and local to get the best return without overspending. If you are a local business, this is relatively straightforward. If you are regional or national, select targets strategically and compare results to fine-tune your approach.  

Bottom Line: Embrace change and grow 

Google’s AI search update is reshaping online marketing—again. This is a great opportunity for your organization to self-evaluate, adapt, and grow. By strengthening your online presence with smart strategies like ORM and SEO, you can connect with more prospects and stay ahead of the competition. 

Rather than viewing this as a challenge, view it as a chance to increase your visibility and build stronger relationships with your community. Your organization is about making someone’s life, work, or circumstance better—and now it’s also about making it easier for them to find you. 

Embrace the change to thrive.  

To learn how Quantum Age can help your organization optimize its marketing game, contact us.