Google's AI answers mean fewer clicks, so build ways to reach customers directly
Google's AI summaries answer questions right on the results page, and publishers have seen search traffic fall. Local businesses can prepare now.
What happened
The Verge reports that Google's AI search features have made it harder for publishers to survive on Google traffic alone. In 2024, Google rolled out AI Overviews, a summary written by AI that sits at the very top of search results, with links to its sources placed underneath.
The Verge also reports that in May 2025, Google launched AI Mode. It replaces the usual list of results with a chatbot-style screen (you type a question and get a written answer back) built from information across the web.
The Verge notes that traffic to several big news sites has fallen. It says Digital Content Next, a trade group, reported that 19 of its members lost Google traffic between May and June 2025, ranging from 1 to 25 percent. It also says Pew Research found people are "less likely" to click on links to other websites when they see an AI Overview.
Google sees it differently. According to The Verge, Google Search head Liz Reid said click volume has stayed "relatively stable."
Why it matters
Those numbers come from news publishers, not neighborhood businesses. But a local business may face a similar problem: if Google answers the question on its own page, fewer people could end up visiting your website.
The Verge says publishers are responding by leaning more on social media, newsletters and subscriptions. It adds that an opt-out switch exists for AI Overviews and AI Mode, but it doesn't fix sinking traffic.
Nobody can say exactly how your business will be affected. Still, relying on one outside source for most of your customers has always carried risk, and this is a clear reminder.
What it means for your business
- Restaurants: Make sure your hours, menu, address and reservation link are the same and correct on your website and every listing. Consistent, accurate details are good practice whether a person or an AI summary is reading them.
- Clinics and dental offices: Put your services, insurance information and new-patient steps in plain words on your site. Then give patients a reason to stay in touch, like appointment reminders by email.
- Law and accounting firms: Short, clear pages that answer common client questions are worth having, and they may give AI tools something useful to draw on, though nobody can promise that. A simple email newsletter keeps past clients thinking of you when they need help again.
- Local retail and agencies: Repeat-customer programs, like a loyalty card or a client email list, give you a line to people that doesn't pass through Google.
One thing to try this week
Start collecting email addresses in one place where customers already meet you. That could be a sign-up line on your receipt, a clipboard at the counter, or a box on your website's contact page.
Offer something small in return, like a seasonal reminder, a tip sheet or a first-visit discount. Then send one friendly message a month. It's slow, it's cheap, and the list belongs to you no matter what Google changes next.