If you’ve recently used LinkedIn, you’ll have come across comments like: “AI is killing SEO,” “Google will rewrite your content,” and “search is over as we know it.”
But here’s the reality: although search is continually evolving, the core principles of small business digital visibility haven’t disappeared just because new articles are emerging. The main change lies in how Google, Bing, and AI answer engines analyse, interpret, and summarise your content.
In other words, SMEs need clarity, consistency, and a website that’s easy for both humans and machines to understand. So, in this guide, we’ll cut through the noise and give you seven practical steps you can take in the next 3 to 6 months to make your brand more visible across traditional search and emerging AI-assisted experiences.
What is “AI Search” in Practical Terms?
When SMEs ask about AI search or GEO, they tend to refer to several aspects:
- AI overview: The new feature Google introduced in 2025 offers a summary of answers directly on the results page when you search online. Its answer is also displayed at the top of the page, which pushes any paid or organic results further down the screen.
- Answer engines: These tools, such as ChatGPT, Gemini, and Copilot, use your website (when accessible) to generate conversational responses.
- Richer, entity-based results: Search is evolving from simple keyword matching to focusing on who you are, what you do, and proof of your existence. That’s why the importance of entities, clarity, and structure is increasing.
You don’t have to understand the algorithms behind this. Just understand that search engines and AI tools favour websites that are well-organised, trustworthy, and simple to interpret. That’s what the seven steps help achieve.
7 Practical Steps for SMEs
1. Make sure your main pages are clear and easy to understand.
Many SME websites hide the basics, such as what you do, who you serve, and where you operate.
What to do:
- Rewrite your pages so that the first one to two sentences clearly state your value.
- Add clarity to the location and services, such as “we’re a precision engineering firm based in London…”. Include scannable sections that summarise services, industries, and capabilities.
- Add simple internal links to supporting pages and case studies.
Example: A local manufacturer might say: “We provide CNC machining for automotive and aerospace clients across the Midlands.” It’s short, clear, and unmistakable.
2. Fix your website “entity” basics
AI tools and Google increasingly depend on entity data such as your company name, category, location, profiles, and their connections.
What to do:
- Make sure your business name, address, and descriptions match across your website and profiles (Google Business Profile, LinkedIn, directories).
- Update outdated directory listings.
- Add an “About” page with clear company information and team profiles.
- Ensure your logo, branding, and language are consistent across all channels.
Example: A B2B consultancy might have incomplete directory listings. Cleaning these up boosts a search engine’s confidence that you are a legitimate and active company.
3. Add structured data to key pages
Without structured data, Google and AI models have to guess what your content represents.
What to do:
- Add schema markup to service pages, product pages, reviews, and FAQs.
- Mark up your business information with Organisation schema.
- Use Review schema to highlight customer proof on key pages.
- Mark up FAQs so they can appear directly in search results and AI Overviews.
Example: A professional services firm that implements FAQ and Service schema often experiences improved clarity in how Google categorises its offerings.
4. Clean up duplicate or overlapping content
SMEs often accumulate years of similar blog posts, slightly varied service pages, or outdated product information.
What to do:
- Merge or delete overlapping blogs.
- Redirect dead or outdated pages to the best version.
- Consolidate the old service pages into a single, clear, modern version.
- Remove thin content that adds no value.
Example: A manufacturer’s website may have six pages outlining machining capabilities. Consolidating these into a single authoritative page enhances clarity for both users and search engines.
5. Add clear FAQs based on real customer questions
AI tools pull heavily from natural-language questions, not from jargon-heavy text.
What to do:
- Talk to sales or customer service teams to collect real questions.
- Write short and conversational answers.
- Add them to relevant service pages.
- Mark them up with structured data where appropriate.
Example: A logistics company could add FAQs such as “How fast can you deliver within the UK?” or “Do you offer temperature-controlled transport?” These FAQs often appear in AI summaries and can strengthen your presence in AI and Google search even when users don’t click through.
6. Make results, case studies, and proof easy to find
AI and search engines both need evidence, not claims.
What to do:
- Add multiple case studies showing measurable results.
- Include before/after, cost savings, or client quotes where possible.
- Link case studies from your core service pages.
- Keep them short, visual, and structured.
Example: A fabrication company might show how changing materials reduced a client’s production time by 18%. That kind of proof is gold for both humans and AI models.
7. Start a simple review and improvement habit
SMEs often treat reviews as a one-off task rather than a steady flow of credibility.
What to do:
- Ask for client reviews each week via email.
- Focus on specifics, like what you helped a client achieve.
- Respond to every review.
- Share reviews on your website, Google, and LinkedIn.
Example: A local IT provider that regularly collects reviews will experience quicker improvements in local search visibility and enhanced signals for AI-generated summaries.
Common Mistakes SMES Make With AI Search
- Focusing on tools instead of strategy: It’s tempting to purchase an “AI SEO tool” that promises instant results, but it’s essential to prioritise clarity, consistency, and content over shiny software.
- Trying to deceive AI with keyword stuffing: AI models are trained to recognise natural language. Forced SEO tactics quickly backfire.
- Ignoring basic UX: If customers can’t understand your website, neither can AI. Navigation, layout, and page speed still matter.
- Waiting for the perfect plan: Search evolves monthly. Progress beats perfection.
The Bottom Line for SME Leaders
If you’re an SME business, you don’t need to panic or rebuild your website entirely. Instead, strengthen the fundamentals that help both search engines and AI tools understand who you are and what you do.
If you’d like a clear, jargon-free roadmap, we can help translate AI search into practical next steps. Speak to our experts today.