The rise of artificial intelligence and AI Search Summaries (Resulting in answers from Zero Clicks) is changing the way people find and choose businesses online. For SME owners, this shift means the traditional paths to generating sales leads and website traffic are under significant pressure. AI-driven search tools often provide direct answers without needing users to click through to websites. This can reduce the number of leads and enquiries your business may get from online marketing. But there are clear steps small businesses can take this week to adapt and safeguard their sales efforts.

Here’s five immediate moves you can make THIS WEEK. 

1. Optimise for AI-Driven Search

Simply relying on old-fashioned search engine optimisation is no longer enough. Generative AI and tools like Google’s AI Overviews pick and summarise information directly from websites. It pays to adapt your content and code with clear, authoritative answers to common questions your customers ask. Using structured data on your site helps AI systems extract your business information accurately, increasing the chance your company will be referenced and recommended even without a traditional link click.

2. Broaden Your Lead Generation Channels

With fewer website visits from AI summaries, it is wise to build leads through multiple channels. Boost your presence on LinkedIn, local business directories, review platforms, and relevant industry forums. Keeping these online profiles up to date ensures your company can be found through AI recommendations in different digital spaces, capturing customers who no longer start with a Google search alone.

3. Strengthen Trust and Credibility Signals

AI tools favour sources that demonstrate expertise and trustworthiness. Ensure your website clearly shows accreditations, client testimonials, and case studies. Keep your legal pages, such as privacy and terms, current and transparent – these may be automated using AI tools. These elements help build the confidence AI systems and your customers need to choose your business over others.

4. Focus on Direct Nurture and Retargeting

Since organic site traffic might drop, it is important to maintain contact with existing and potential customers through email newsletters, retargeting adverts, and downloadable resources. Collecting first-party data – for example, through newsletter sign-ups – with clear consent – means you can continue marketing directly to interested leads, even as search behaviours evolve. Building your own customer database and reviews away from major retail platforms like Autotrader and Right Move is vital.

5. Review Your Analytics and Tracking

AI search changes and stricter privacy rules may reduce the accuracy of traditional website analytics. Take a detailed look at your tracking and attribution methods. Consider tools that track referrals from AI platforms, branded searches, and mentions. Adjusting your measurement models allows better insight into where leads come from and how AI impacts your digital visibility. Also check typical searches on the major AI LLM apps like ChatGPT and Perplexity to see if you are included in citations – if not who is? What information is being picked up and can you emulate this?

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AI technologies are here to stay, but with the right approach, SMEs can continue to thrive. Taking these practical steps this week helps protect your sales pipeline and marketing success in a rapidly changing digital landscape.

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