Why Your Traffic Is Dropping (Even If Rankings Haven’t Changed)
Have you noticed a decline in website traffic, calls, or form submissions even though your Google rankings remain steady? Maybe your Google Business Profile insights also show fewer customer actions.
You’re not imagining things.
The reason is Google’s AI Overviews — a major update reshaping how users interact with search results. For local businesses, this change is more disruptive than any recent algorithm update. And it’s already altering how potential customers find and choose providers.
What Exactly Are Google AI Overviews?
AI Overviews are the new summaries at the top of Google’s search results. Instead of listing links first, Google’s AI scans multiple websites, interprets the information, and delivers a concise, AI-written answer directly on the search page.
Key points:
- These summaries are AI-generated, not pulled from a single website.
- They often appear above ads, organic links, and the local map pack.
- Users may get their answers without ever clicking through.
This is what’s called a zero-click search — and it’s quickly becoming the default.
Why AI Overviews Matter for Local SEO
Imagine a search like:
👉 “How fast can a plumber fix a leaking pipe?”
Previously, results included blog posts, FAQs, or local service pages. Now, an AI Overview might show:
“A licensed plumber can usually repair a leaking pipe within an hour. Look for providers offering 24/7 emergency services with strong customer reviews.”
Notice what’s missing? Local business links. Instead, Google highlights generalized recommendations.
That first impression shapes buyer decisions before they even type “plumber near me.”
The takeaway? Google isn’t just showing results anymore — it’s making recommendations. And if your business isn’t referenced in those AI summaries, you’re invisible.
How Google Chooses What to Include
Unlike traditional SEO, where ranking factors were mostly about keywords, links, and site speed, AI Overviews rely on context and relevance. Google’s AI pulls information from:
- ✅ Your Google Business Profile (categories, services, reviews)
- ✅ Trusted directories (Yelp, Angi, BBB, niche-specific sites)
- ✅ Helpful content (blogs, FAQs, guides, how-tos)
- ✅ Community discussions (forums, Reddit, Q&A posts)
- ✅ Video content (especially YouTube, with transcripts and titles)
If your business isn’t represented across these sources — or your website content is thin — you’re unlikely to appear in AI summaries. Worse still, even if you’re referenced, Google may not link back to your site.
How Local Businesses Can Adapt to AI Overviews
This doesn’t mean you’re out of the game. It just means your SEO strategy must evolve.
1. Optimize Your Google Business Profile (GBP)
- Add detailed service descriptions.
- Choose the most accurate primary category.
- Upload new photos and post updates weekly.
- Keep operating hours, offers, and NAP data consistent.
AI often pulls factual details straight from your GBP.
2. Encourage Service-Rich Customer Reviews
- Ask customers to mention the service (“emergency plumbing,” “water heater replacement,” “same-day AC repair”).
- Highlight specific benefits or speed of service.
- More context in reviews = higher chance of inclusion in AI Overviews.
3. Build Citations in Local & Niche Directories
- Ensure consistent business details across Yelp, Angi, BBB, and Chamber of Commerce sites.
- For specialized industries, list on niche directories (e.g., Houzz for contractors, Healthgrades for dentists).
- AI trusts these external citations as credibility signals.
4. Create Deep, Helpful Content
Thin service pages won’t cut it anymore. Instead, create content that answers real questions. Examples:
- Roofing: “How to spot storm damage on your shingles.”
- Dentistry: “How often should you get professional teeth cleaning?”
- HVAC: “How long does AC installation typically take?”
Google’s AI is more likely to summarize detailed, problem-solving content.
5. Leverage Video for Extra Visibility
- Upload short explainer videos to YouTube.
- Include transcripts with relevant keywords.
- Example: “What to do if your AC stops working.”
- Link back to your site in descriptions.
Google increasingly uses video content in AI Overviews.
Not Every Search Triggers AI Overviews
Here’s some relief: AI Overviews don’t always appear.
- Transactional searches like “dentist near me” or “pizza delivery in Chicago” still show map packs, ads, and local listings.
- Question-based searches (e.g., “Is microneedling safe?” or “How long does furnace repair take?”) are where AI Overviews dominate.
Translation? Local SEO is still essential — but now you also need to influence AI’s early-stage answers.
Is Traditional SEO Dead?
Not at all. But the focus is shifting.
Think of it this way:
- Traditional SEO → gets you ranked on the page.
- AI Overviews → decide if you get seen at all.
That means your SEO strategy should move from simply keyword optimization to context optimization — creating content, reviews, and citations that help Google’s AI trust you as the best source.
Final Word: The AI Search Shift Is Already Here
Google’s AI Overviews represent the biggest disruption to local search in years.
But disruption creates opportunity. Businesses that:
- Strengthen their GBP presence
- Encourage service-specific reviews
- Publish detailed, helpful content
- Build citations and video assets
…will rise to the top of AI-generated recommendations.
If you’re already ranking in the local map pack, you have an edge. Now it’s time to make sure Google’s AI recognizes your business as the best possible answer.