Hi

Something significant is happening online that many small businesses haven’t yet noticed. The way people find, research, and choose products and services is changing fast — and quietly, artificial intelligence is now sitting between you and your next customer.

McKinsey calls it the “new front door to the internet.” Half of all consumers now use AI-powered search tools like ChatGPT, Gemini, Copilot, Perplexity, or Google’s AI Overview to make buying decisions. These tools don’t just list websites; they summarise information, compare options, and make recommendations based on thousands of data points drawn from across the web.

And by 2028, McKinsey predicts that $750 billion in US revenue will flow through AI-driven search. That’s not just a Silicon Valley issue — it’s the next wave of change in how every customer, including yours, discovers and decides what to buy.

Why this matters to small businesses

Until now, visibility online was a game of search engine optimisation (SEO). You worked to appear on page one of Google by using the right keywords, getting good reviews, and keeping your content fresh. That game has changed.

AI search doesn’t show a list of websites. It answers the question directly — often without a click. It pulls its information from multiple sources: brand websites, review platforms, blogs, social media, YouTube transcripts, and even Reddit threads. Your business might not appear in the AI summary at all, even if your website is excellent.

McKinsey found that even market-leading brands only contribute about 5–10 per cent of the content that AI search draws on. The rest comes from affiliates, customer reviews, online discussions, and independent publishers.

If your business isn’t part of those wider conversations, it risks becoming invisible.

The new consumer journey

AI-powered search is now used at every stage of the customer decision process:

• Awareness: A potential client might ask, “Who are the best accountants for small creative agencies?” or “What’s the best CRM for a start-up?” AI will generate a short list, often mentioning specific firms, tools, or brands.
• Consideration: They’ll refine their search — “Which is better for a growing business, Xero or QuickBooks?” or “How do I choose a good accountant near me?”
• Decision: AI summarises reviews, pricing, and case studies, surfacing whichever providers or brands have strong signals of trust and credibility across multiple sources.

That means your business reputation is no longer judged only by your website or Google ranking, but by how AI perceives your credibility and relevance across the digital ecosystem.

From SEO to GEO — GenAI Engine Optimisation

McKinsey suggests businesses now need a new discipline: GenAI Engine Optimisation (GEO) — optimising for how large language models (LLMs) like OpenAI’s GPT or Google’s Gemini source and summarise information.

Traditional SEO focused on pleasing search algorithms. GEO is about building authority and trust signals that AI models can detect and repeat.

Here’s what that means in practice for small businesses:

• Widen your content footprint.
  Don’t rely solely on your website. Publish articles on Medium or LinkedIn, contribute to industry blogs, appear on podcasts, and encourage satisfied clients to post reviews and testimonials in public places. AI systems draw heavily from these external, third-party sources.
• Be part of the conversation.
  AI learns from forums, Q&A sites, and expert commentary. If your name or brand appears consistently in knowledgeable discussions — for example, on professional community sites or thought leadership platforms — you’re more likely to appear in AI search results.
• Structure your content for clarity.
  AI tools extract meaning from structured, well-written text. Use clear headings, short paragraphs, bullet points, and plain English explanations. Avoid jargon. LLMs prefer precision and relevance over marketing fluff.
• Publish original insights.
  Generic content is ignored. AI systems prioritise unique perspectives, data, or case studies. If you regularly post articles explaining how you helped a client improve cash flow, or analyse trends in your industry, those insights feed the models that shape AI answers.
• Keep your data accurate and consistent.
  Inconsistent information (like mismatched addresses, phone numbers, or opening hours) can confuse both Google and AI models. Use structured data markup on your site and keep all directory listings up to date.

The risks of inaction

McKinsey estimates that businesses unprepared for AI search could see a 20–50 per cent drop in traffic from traditional search engines. But the risk isn’t just fewer clicks — it’s the loss of discovery.

When consumers no longer see a list of ten links but only one summarised answer, only a few brands will appear. If yours isn’t among them, you won’t even be considered.

The other risk is sentiment. AI models don’t just summarise facts — they weigh tone, reviews, and trust signals. Negative feedback buried on the web may now be surfaced directly in an AI summary. Managing your online reputation becomes more important than ever.

A new playbook for small businesses

Large corporations will hire GEO consultants and data teams. Small businesses don’t need to — but they can still adapt quickly, because agility is their advantage.

Here’s a practical roadmap:

• Run a self-audit.
  Ask an AI tool like ChatGPT, Perplexity or Gemini questions a potential customer might ask about your sector — for example, “Who are the top accountants for small businesses in the UK?” or “Which social media agencies get the best results for local brands?” See if your name appears. If not, ask yourself why.
• Map your sources.
  List all the places online where your business is mentioned — your website, LinkedIn posts, client reviews, directories, and articles. Then identify gaps: where should your expertise be visible but isn’t?
• Build authority through partnerships.
  Collaborate with local bloggers, trade associations, or complementary professionals to co-author guides, webinars, or case studies. This widens your content footprint and creates backlinks from credible sources that AI systems value.
• Encourage clients to share stories.
  User-generated content is gold. Ask happy customers to post LinkedIn recommendations or short testimonials on review platforms. Authentic third-party content signals trustworthiness to AI models.
• Invest in education.
  Keep learning about how AI search works. Platforms like Google’s AI Overview and Perplexity are changing weekly. Understanding how your clients use them will help you stay visible.

The opportunity

Every shift in technology creates winners and losers. The rise of AI search is no different — but small, agile businesses are well-placed to win if they act early.

The old game was about ranking for keywords. The new game is about earning trust signals across the web that AI systems can detect, summarise, and amplify.

That means creating useful content, showing up consistently, and making sure your expertise is visible in the places where AI — and your next customer — are looking.

Suggested Actions for Small Businesses

1. Test your visibility on AI tools like ChatGPT, Perplexity, and Google’s AI Overview.
2. Refresh your online profiles and ensure all listings are accurate.
3. Create high-quality, structured content that answers the real questions clients ask.
4. Expand beyond your website: post, comment, and collaborate across credible platforms.
5. Monitor online sentiment and respond quickly to feedback.
6. Make GEO (GenAI Engine Optimisation) part of your 2026 marketing plan.

AI is already rewriting the rules of visibility online. The question is simple: when your ideal customer next asks an AI for advice, will it mention you — or your competitor?

Noel Guilford