When Was the Last Time You Checked How Your Business Appears in Search?
If you searched for your own business on Google today, you might notice something different at the top of the page. Before the usual list of websites, there's often a block of text — an AI-generated summary that answers the search query directly, pulling information from multiple sources.
That's AI search. And it's quietly changing the way customers across the West Midlands find businesses like yours.
If your SEO strategy hasn't evolved in the last two years, you're playing by rules that no longer fully apply. Here's what's happening, why it matters for your business, and what you can actually do about it.
What AI Search Actually Is
Google AI Overviews — previously known as the Search Generative Experience — are AI-generated summaries that appear at the top of search results. Instead of simply showing you a list of websites to visit, Google reads those websites, synthesises the key information, and presents an answer directly within the search page.
It's not just Google doing this. AI search tools like ChatGPT, Perplexity, and Microsoft Copilot are all offering the same experience: users ask a question in plain language and receive a direct answer with sources cited.
For the person searching, this is genuinely useful. For the business that relied on ranking in position three to get traffic, it's a fundamental shift.
The Numbers That Should Make You Pay Attention
The impact of AI Overviews on traditional search traffic is significant and measurable.
According to analysis reported by Search Engine Land, organic click-through rates for queries with AI Overviews dropped from 1.76% to 0.61% — a decline of roughly 61%. Ahrefs, one of the world's leading SEO tools, reported that AI Overviews reduced clicks to top-ranking content by 34.5% initially, with that figure later rising to 58%.
However, it's not all bad news. Research from BrightEdge found that total search impressions have actually increased by 49% since AI Overviews launched, and analysis suggests that brands cited within AI-generated responses receive significantly more clicks than those that only appear in traditional results.
The takeaway: AI search is reducing clicks for businesses that only rely on traditional rankings — but it's creating new visibility opportunities for businesses that get cited within AI answers.
Why This Matters Specifically for West Midlands Businesses
According to research published by Novuna Business Finance in August 2026, which surveyed 1,000 UK small business owners, 31% of SMEs are already using AI to support their businesses — but 27% have no plans to adopt it, and 48% remain sceptical about its value. London leads the country at 41% adoption.
What this tells us is that many small businesses across the UK — including those in Coventry, Birmingham, Rugby, Nuneaton, and the wider West Midlands — are still on the sidelines when it comes to AI. That includes adapting to how AI is changing search.
If your competitors are already being cited in Google AI Overviews for searches like 'web design agency in Coventry' or 'SEO consultant in Birmingham' and you're not, they're capturing visibility that you're missing — regardless of where you rank in the traditional results below.
What Actually Works Now: Practical Steps to Stay Visible
1. Fix Your SEO Fundamentals First
AI optimisation doesn't replace basic SEO — it builds on it. Your website still needs fast load times, mobile responsiveness, clean URLs, and proper indexing. If Google can't crawl your site effectively, AI systems can't summarise your content either. If your website is slow or outdated, investing in professional web design is the first step — a well-built site is the foundation everything else sits on.
2. Write Clear, Direct Answers to Real Questions
AI search engines favour content that directly answers questions. If someone searches 'how much does a website cost for a small business in Coventry,' your content should provide a clear, specific answer — not a 500-word introduction before getting to the point.
Think about the questions your customers actually ask and create content that answers them concisely. FAQ sections on your service pages are particularly effective because they match the question-and-answer format that AI systems love to summarise.
3. Structure Your Content So AI Can Read It
AI systems rely on clear structure to understand and summarise content. Use proper heading hierarchy (H1 for the page title, H2 for main sections, H3 for sub-sections), short paragraphs, and logical section flow. A well-structured page is far more likely to be cited in an AI Overview than a wall of text with no headings.
4. Build Topical Authority
Google's AI looks for businesses that demonstrate genuine expertise on a topic. If you offer web design services, your website should comprehensively cover related topics — design principles, conversion optimisation, website speed, mobile usability — not just a single service page with 'We build great websites.'
This means consistently publishing useful content that goes deep on the problems your customers face. Over time, this builds what Google calls 'topical authority,' which makes AI systems more likely to reference you as a trusted source. Our SEO services are built around exactly this approach — creating content clusters that establish authority in your niche.
5. Implement Structured Data
Structured data (also called schema markup) is code that helps AI systems understand what your business is, what services you offer, and where you're located. Local Business schema, for example, tells Google your address, opening hours, services, and service areas — information that AI Overviews frequently surface.
If you're not sure whether your website has structured data, ask your web developer to check, or run your URL through Google's free Rich Results Test tool.
6. Strengthen Your Google Business Profile
AI search doesn't replace local SEO — it enhances it. Google's AI often combines map data, reviews, and website content to recommend local businesses. A well-optimised Google Business Profile with accurate information, regular updates, and genuine reviews remains one of the most powerful tools for local visibility.
Common Mistakes to Avoid
Panic-abandoning traditional SEO. AI Overviews don't appear on every search. Traditional rankings still drive significant traffic, especially for commercial and transactional queries. Don't throw away what's working — build on it.
Writing for AI instead of humans. Content that's stuffed with keywords and structured purely for machines tends to perform poorly with both humans and AI. Write clearly for your customers first, and structure it well enough that AI can follow along.
Ignoring AI search tools beyond Google. ChatGPT, Perplexity, and Copilot are increasingly being used for business research and purchasing decisions. Ensure your business has consistent, accurate information across the web so these tools can find and cite you.
Assuming it doesn't apply to small businesses. AI search actually favours specificity. A small business that clearly explains its services, location, and expertise is often better positioned to appear in AI answers for niche, local queries than a large competitor with generic content.
How Digital Proz Can Help
Adapting to AI search isn't a one-time fix — it's an ongoing process of creating useful content, structuring it properly, and building authority over time. For most small business owners in the West Midlands, that's time they simply don't have.
At Digital Proz, we help businesses across Coventry, Birmingham, and the wider West Midlands region build websites and SEO strategies that work for both traditional search and AI search. From web design and SEO audits to AI automation solutions, structured data implementation, and ongoing optimisation, we ensure your business stays visible wherever your customers are searching.
Ready to Future-Proof Your Search Visibility?
If you're not sure how your business currently appears in AI search results — or if you've noticed a drop in organic traffic and want to understand why — we can help.
Book a free SEO consultation with Digital Proz and we'll review your current search visibility, identify what's working, and show you exactly what needs to change to stay competitive as AI search continues to evolve.