TL;DR: Google’s Sundar Pichai says AI-powered search (like AI Overviews) is sending more traffic to more websites, but some small businesses worry it’s reducing their chance to connect with customers directly. AI agents are changing the way people shop, but Pichai sees opportunities for businesses to grow—if they adapt. To keep up, focus on high-quality content, explore new formats (like video or podcasts), and keep building real customer relationships outside of AI.
Recently, Google’s Sundar Pichai gave an interesting interview about how AI is changing search and the web. Here’s a simple breakdown of what he said and what it could mean for your small business.
AI Overviews: A Shift in Traffic and Visibility
Pichai claimed that Google’s AI Overviews actually send more traffic to a wider range of websites, not less. He said Google cares about keeping the web ecosystem healthy. But the interviewer pushed back, noting that some business owners feel like AI search results might be taking away opportunities to connect with customers directly.
AI Agents and the Customer Relationship Gap
One big worry for small businesses: AI agents (like shopping bots or personal assistants) could start making decisions for customers, removing the chance for you to build a relationship—like getting folks to sign up for emails, send reviews, or come back for more.
Pichai’s response was that these AI agents are like credit cards—yes, they sit between you and the customer, but they can still bring you more business. He also suggested that customers might pay to use these AI agents, and that small businesses could find ways to share in that value.
The State of the Web: Still Growing?
When asked if AI is shrinking the web, Pichai said no—he claimed the number of web pages Google can find has grown by 45% in just two years. But the interviewer pointed out that a lot of these new pages might be AI-generated themselves, and that could affect quality.
Pichai said Google has ways to measure content quality, including whether something was made by a machine. He also talked about how AI will make it easier to turn content into different formats (like turning a blog post into a video), opening new ways to get your message out.
What About Your Search Traffic?
Some small businesses worry that Google’s AI Overviews are pulling potential customers away from their sites. Pichai’s answer was that Google’s AI is designed to still send traffic to the web, and he believes it will actually increase the number of sites people visit.
What Does This Mean for You?
Here’s the takeaway for small business owners:
✅ Focus on quality content: Pichai emphasized that Google’s systems are always looking for high-quality, helpful content. Make sure your website’s pages are clear, engaging, and valuable to visitors.
✅ Think beyond your website: If AI can help turn your blog posts into videos or podcasts, consider branching out into different formats to reach customers in more ways.
✅ Stay connected: Since AI agents might reduce your direct connection to customers, think about other ways to build relationships—like offering loyalty programs, exclusive discounts, or better post-purchase support.
✅ Watch the AI shift: Keep an eye on how your traffic changes as AI-powered search grows. Tools like Google Search Console can help you see what’s happening and adjust your content or SEO strategy.
FAQ: AI, SEO, and Small Business Success
Q: Will AI Overviews reduce the number of visitors to my website?
A: According to Google’s Sundar Pichai, AI Overviews should actually send traffic to a broader set of websites. However, some businesses have noticed changes in how traffic arrives. Keep an eye on your analytics to see how your own site is impacted and adjust as needed.
Q: How can I make sure my website still gets traffic in this AI-powered search world?
A: Focus on creating high-quality, helpful content that answers people’s questions and provides real value. Google’s AI looks for pages that are informative, well-structured, and relevant to searchers.
Q: What’s this about AI agents making decisions for customers?
A: AI agents can research and make purchases on behalf of customers. This means you might miss out on direct interactions like getting email subscribers or repeat buyers. To stay connected, consider loyalty programs, exclusive offers, or follow-up emails to keep relationships strong.
Q: Is the web shrinking because of AI?
A: No—Google says the number of web pages they find is actually growing, and they’re working to make sure quality content is still highlighted. That means there’s still plenty of room for your website to shine!
Q: Should I create different types of content (like videos or podcasts) to stay competitive?
A: Absolutely! Pichai talked about how AI makes it easier to turn content into different formats. If you can, repurpose your website’s content into videos, infographics, or social posts to reach a wider audience.
Q: What tools can help me see how my traffic is doing?
A: Google Search Console is a great place to start—it shows how your website performs in search and what keywords people use to find you. Tools like Google Analytics also give you insights into how visitors are interacting with your content.
Q: How can I stay ahead as AI search evolves?
A: Stay curious! Keep your website up to date, watch for new AI features in Google, and keep talking to your customers. The more you understand what they want, the better you can serve them—no matter how search changes.