Google is changing the way people find businesses online. AI-powered search results are now appearing at the top of Google, pulling information directly from websites and Business Profiles to answer user queries. These results often include clickable links and citations, which means businesses that are prepared could gain new visibility without paying for ads. Google has shared guidance through its Small Business Bulletin explaining what it looks for when deciding which businesses to feature.
Why this matters
- AI search results can appear before traditional organic listings, so if your business is not optimised for them, you may be losing enquiries to competitors who are.
- Google uses your website content and your Google Business Profile as direct sources for AI responses. Gaps in either place mean missed opportunities.
- Generic, thin content is less likely to be selected. Google’s guidance makes clear that unique, first-hand expertise gives your business a stronger chance of being featured, because it offers something AI cannot easily find elsewhere.
What to do now
- Review your Google Business Profile. Make sure every section is complete: business name, address, phone number, hours, categories, services, and description. Incomplete profiles are less useful as a source.
- Check your website text is readable. Google’s AI needs to be able to read and understand your content. Avoid burying important information in images, PDFs, or complex scripts that cannot be crawled.
- Improve your mobile speed. Fast mobile performance is one of the factors Google highlights. If your site loads slowly on a phone, it is less likely to be considered a reliable source.
- Fix broken links. Working links signal that your site is maintained and trustworthy. Broken links undermine that.
- Share genuine expertise. Write about your process, your experience, your specific knowledge. Content that reflects real first-hand insight is more distinct and more useful to AI than generic topic summaries.
Common mistake to avoid
Many small businesses and e-commerce owners assume their website is fine because it ranks reasonably well in traditional search. AI search has different signals, and a site that looks good visually can still perform poorly if the text is vague, the mobile experience is slow, or the Business Profile has not been kept up to date. Do not assume what worked before will be enough going forward.
How Kraken Dev Co can help
Kraken Dev Co works with small businesses and e-commerce teams on the technical and content foundations that feed into search visibility, including AI results. If your site speed, Business Profile, or website content needs attention, we can help you identify what to fix and get it done. Get in touch to find out where your business stands.
