AI and SEO: What Small Business Owners Actually Need to Know

You've probably seen the headlines: AI is killing SEO. AI is the future of SEO. AI is everything, everywhere, all at once.

Here's the thing—most of that noise doesn't apply to your restaurant or local business the way you think it does.

Yes, AI is changing how people search for things online. Google now shows AI-generated summaries at the top of nearly half of all searches. That's a big deal. But before you panic and think your website is useless, let's talk about what this actually means for your business—and what you can do about it without becoming a tech expert.

What's Actually Happening (The Plain-English Version)

Google has been rolling out something called "AI Overviews." When someone searches for information, Google's AI pulls together an answer from multiple sources and displays it right at the top of the results page.

The result? A lot of people get their answer without clicking on any website. They search, they read the summary, they move on.

This is called a "zero-click search," and it's becoming more common. For businesses, that sounds scary—if people aren't clicking through to your website, how do they find you?

But here's where it gets more nuanced: not all searches work this way. The AI summaries show up mostly for informational questions—"how does sourdough fermentation work" or "what's the difference between IPAs and lagers." They're less common for searches with clear intent to take action—"best Thai restaurant near me" or "brewery with outdoor seating Minneapolis."

And that second category? That's where your customers live.

What This Means for Your Restaurant or Local Business

Let's be realistic: if you run a restaurant, bar, construction company, or local service business, you're not trying to rank for "what is digital marketing." You're trying to show up when someone searches "concrete contractors Twin Cities" or "brunch spots St. Paul."

Those searches still work the way they always have—mostly. Google still shows the map pack, local results, and business listings. The AI summary might appear, but it often pulls from the same sources you're already trying to optimize: your Google Business Profile, your website, and review sites.

So the fundamentals haven't changed as much as the headlines suggest. But the bar for getting noticed has gone up.

What You Can Actually Do About It

Here's the good news: the businesses that do well with AI-driven search are the ones that were already doing the basics well. You don't need to overhaul everything. You just need to be more consistent and intentional.

Keep your Google Business Profile current

This matters more than ever. Google's AI pulls information from your profile—your hours, your menu, your photos, your reviews. If that information is outdated or incomplete, you're less likely to show up in results.

Quick wins: Update your hours (especially holiday hours), add recent photos (from the last 30 days if possible), respond to reviews (yes, even the good ones), and make sure your menu is uploaded directly—not just a link.

Answer real questions clearly

AI favors content that directly answers questions people are asking. Think about what your customers want to know: Do you take reservations? Is there parking? What's gluten-free on the menu? Do you do private events?

Make sure those answers are easy to find on your website—ideally on a dedicated FAQ page or clearly stated on relevant pages. Write like you're talking to a customer who just called with that exact question.

Structure your content for scanning

Google's AI likes content it can easily understand and summarize. That means using clear headings, short paragraphs, and lists where they make sense.

You don't need to write like a robot. Just make sure your pages are organized in a way that helps both people and algorithms find what they're looking for quickly.

Make sure your site works on mobile

The vast majority of local searches happen on phones. If your website is slow, hard to read, or frustrating to navigate on mobile, you're losing people—and Google knows it. AI results overwhelmingly cite mobile-optimized sources.

Test your site on your phone. Is it easy to find your hours? Can someone tap to call? Does the menu load quickly? If not, it's time to fix that.

Be specific and local

AI rewards specificity. Instead of generic descriptions like "great food in a friendly atmosphere," be concrete: "wood-fired pizza in Northeast Minneapolis" or "craft cocktails in a renovated warehouse space in the North Loop."

The more specific and locally relevant your content, the more useful it is—to customers and to the algorithms trying to match people with what they're looking for.

What Hasn't Changed

Here's the part that might actually be reassuring: the core principle of SEO hasn't changed. You still need to be helpful, accurate, and easy to find.

AI isn't looking for tricks. It's looking for the best answer to someone's question. If your business provides clear, useful information—and you keep that information updated—you're already ahead of most of your competition.

The businesses that struggle are the ones that set up a website five years ago and haven't touched it since. Or the ones with a Google Business Profile that still lists "temporarily closed" from 2020. Or the ones whose menu PDF takes 30 seconds to load on a phone.

You don't need to become an AI expert. You just need to keep showing up with accurate, helpful information. That's always been true—it's just more important now.

The Bottom Line

AI is changing search, but it's not making your marketing harder—it's making it more important to do the basics well.

Keep your Google Business Profile current. Answer the questions your customers actually ask. Make sure your website works on mobile and loads quickly. Be specific about what you do and where you do it.

That's it. No jargon, no panic, no massive overhaul required.

And if you don't have time to keep up with all of this? That's where we come in. We help small businesses build a strong digital foundation—and maintain it—so you can focus on what you do best.

Not sure where to start? Grab your Marketing Audit Report ($249) or reach out today and we'll show you exactly what needs attention first.