Is SEO Dead? What small businesses need to know
If you’ve spent time and money trying to “get found on Google,” you’re not alone.
For years, SEO (Search Engine Optimisation) has been a cornerstone of marketing for Australian small businesses.
It used to work.
You’d build a site, write blog posts packed with keywords, maybe get a few backlinks, and over time, your website would show up in Google. Customers would find you. Sales would come in!
But in 2025, this model hit a wall.
65% of search traffic already goes to ads, not organic links.
And now, Google’s latest shift, powered by AI, means even organic search isn’t what it used to be.
Google is rebuilding search with AI
A year ago, Google teased something called “AI Overviews.” Fast forward to today, and it’s not a test. It’s the new default.
Searching ‘how to find plumbers in Parramatta’ can now bring up AI-curated business suggestions before you ever see a website link.
It’s called Generative Engine Optimisation (more on this later).
The new top section in Google Search. Before paid links. Before organic links.
Most people now might never visit a single website.
This is what search looks like now. Not lists. Not clicks. Just answers.
Why That’s a Problem for Small Businesses
When Google isn’t showing links to your website (and just summarising your content without sending traffic), it means that the time and money you’ve invested in keyword blogs, how-to guides, or top-of-funnel content, your reach is already shrinking.
Your blog might still rank, but it won’t be clicked. Your expert advice may be cited, but no one visits your site.
And unless your content ties directly to a product, service, or buying action, it will be ignored by Google’s AI.
Generative Engine Optimisation (GEO)
SEO was about optimising for human users searching Google.
GEO is about making your business easier for AI tools to understand, trust, and recommend.
Think ChatGPT, Perplexity, Claude, Meta’s Llama—and yes, Google itself.
What Does That Mean for Your Website?
It means most traditional SEO tactics are no longer effective.
It means:
- Keyword stuffing is obsolete
- Blog spam is invisible
- Waiting 6-12 months for “organic traffic” to kick in is wishful thinking
Even well-meaning SEO packages that cost $1,000–$5,000/month often fall short:
- You get 2-4 blog posts
- Results are vague, intangible
- The content isn’t optimised for AI
- And the traffic? It doesn’t convert
With these changes, be cautious of paying for SEO content that doesn’t tie directly to your services or customer action.
If your blog isn’t the best answer and structured for machines, it’s just digital clutter.
Are Google Business Profiles Still Relevant?
Yes, more than ever.
While much of the attention is on AI-generated answers and GEO strategies, one old-school asset has become even more critical in the new search landscape: your Google Business Profile (GBP).
Why?
Because when someone searches for “dentist near me”, “accountant Sydney CBD”, or “skip bin hire western suburbs”, the AI summary doesn’t just pull in blog articles—it pulls directly from GBPs, reviews, maps, and other structured local business data.
You don’t even need a website visit for a customer to enter your orbit. The AI result often includes:
- Your business name and address
- Phone number and click-to-call link
- Opening hours
- Live reviews
- Photos
- And even Q&A and booking buttons
Here is an example:
In many cases, the customer completes their journey right there—on Google, without ever touching your website.
Even if you claimed your profile years ago, it likely needs a refresh. A half-filled GBP won’t be shown by Google’s AI.
The GEO Playbook for Small Businesses
Here’s how to adapt your digital strategy for today’s search landscape.
A Simple Checklist: Is Your Website Ready for AI?
Start with what matters most.
If you only fix 2–3 things, make it these:
- Google Business Profile is fully set up, with accurate hours, services, and reviews
- Site loads in under 3 seconds on mobile
- Core pages (Home, Services, Contact) are clearly structured with H2/H3 headings
- Testimonials and proof points are prominently featured
- You’re publishing expert-led, useful content (FAQs, case studies, walkthroughs)
If you said “no” to more than two, your visibility is probably declining.
Many smart SEO agencies are now creating answers for customers AND AIs.
That means:
- Writing with clarity and structure
- Including expert quotes, links, and citations
- Using schema and metadata tools like Yoast or RankMath
- Updating your content regularly to stay relevant
Chasing Rankings vs Earning Trust
SEO isn’t dead. But the rules have changed.
Search is no longer about visibility. It’s about trust and usefulness.
If you become the most helpful source in your category whether you’re a medical practice, equipment hire, or ecommerce brand AI will surface your business. Customers will follow.
Want to know where you stand? Book a call with Wolf IQ.
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