Fewer Clicks, Fewer Calls? Here’s How Small Businesses Can Stay Found in Google & AI Search

If you’ve noticed your website traffic dipping lately, you’re not alone. It’s not because people have stopped searching—it’s because search itself has changed.

Welcome to the world of zero-click searches.

What is a Zero-Click Search?

A zero-click search happens when someone types (or asks) a question into Google—or an AI tool like ChatGPT, Perplexity, or Google’s new AI Overviews—and they get the answer without ever visiting a website.

Think about it:

• Business hours, phone number, and directions show up right in your Google Business Profile.

• AI Overviews summarize “the best plumber in Salem” and list names (maybe yours, maybe your competitor’s) without linking to all the websites.

• Siri or Alexa answers “Where’s the best massage near me?” without sending anyone to your site.

Clicks are going down. But visibility is still up for grabs—if you know how to adapt.

How to Compensate & Gain Visibility

1. Own Your Google Business Profile (GBP)

Your GBP is the front door of your business in the AI era. Update it weekly with posts, fresh photos, services, and FAQs. Encourage reviews and respond quickly—reviews are often quoted word-for-word in AI results.

2. Embrace Answer Engine Optimization (AEO)

Think voice search: “How much does a Brazilian wax cost in Salem?”
Add clear, conversational answers in your website FAQs, blog posts, and GBP. Short, direct answers are exactly what AI assistants pull.

3. Prioritize Generative Engine Optimization (GEO)

AI engines don’t “search” the way people do—they generate answers. Make sure your business information is accurate, consistent, and structured (schema markup helps here). If you don’t feed them, they’ll feed on your competitor’s content instead.

4. Rethink Your Content Goals

Traffic isn’t the only measure anymore. If your business name appears in Google’s “Best of” answers, you’ve scored a visibility win—even if the customer never clicks. Trust comes from being listed where people are already looking.

5. Show Up Everywhere (Not Just Google)

Spread your answers across TikTok, YouTube Shorts, Instagram, and LinkedIn. Reuse the same FAQs, tips, and how-tos in video format. If search doesn’t deliver the click, your content elsewhere can close the loop.

6. Track Visibility, Not Just Traffic

Look beyond website visits. Track impressions, map pack rankings, and “People Also Ask” appearances. The real question is: Are you showing up when your customer is searching?

The Bottom Line

Zero-click doesn’t mean zero opportunity. It means search is evolving, and the businesses who adapt will win. The strategy now is simple: feed the AI the right information so it features you instead of your competitor.

If you’re unsure where to start—or don’t have time to keep your Google Business Profile, FAQs, and local content updated—reach out to me. I can help you show up everywhere your ideal customer is searching.

👉 Stay Visible. Get Found.