Google says it supports the open web, and people inside the company, including CEO Sundar Pichai, have spoken about the importance of supporting websites and publishers. But not everyone agrees that this is happening in practice. One former Google employee even claimed that sending traffic to websites (like yours) is seen inside the company as a “necessary evil” — meaning something they have to do, not something they want to do.
That’s important to know if your business depends on Google Search for visibility and customers.
Google Search Is Always Evolving
Elizabeth Reid, the VP in charge of Google Search, has been leading major changes since 2021 — especially around new features like AI Overviews. Before this, she worked on Google Maps. Her main belief? Search should evolve based on how people use it.
That means it’s not just about typing questions into a search bar anymore. People are using voice, images, and even AI assistants to find information. So, Google is adapting to meet users where they are — whether that’s on mobile, through voice search, or with tools like Google Lens.
📌 What this means for you: If your business website isn’t optimized for voice search or visual content, it may be time to start thinking in that direction.
Is the Search Bar Going Away?
Not exactly. But Google believes it’s becoming less important. According to Reid, the future of search is more “ambient” — meaning Google will be more like a smart assistant in the background, ready to help whenever you need it.
Think: asking your phone questions out loud, snapping a photo to search, or having a conversation with an AI instead of clicking links.
📌 Action tip: Make sure your content is easy to understand, voice-search friendly, and helpful — not just full of keywords.
Is Google Still Sending Traffic to Websites?
That’s where things get a little tricky.
Some current Google employees say the company is committed to sending traffic to helpful websites. Pichai himself has said they’re focused on sending quality traffic, not just making people click around aimlessly.
But behind the scenes, there are concerns. Some insiders say Google is trying to keep users on its own pages instead of sending them to yours. And with AI Overviews giving direct answers, people may get what they need without clicking on your site.
📌 What you can do: Focus on being the next step after AI answers. Offer in-depth, expert insights, strong branding, or unique value that encourages people to go beyond the summary.
What You Should Take Away from This
- Google is changing — fast. The shift toward AI, voice, and visual search is real. Staying ahead means adjusting how you think about your website and how people find you.
- You can’t rely only on traditional search traffic. Diversify your online presence. Think social media, YouTube, email marketing, and other ways to reach customers.
- Your content should work across formats. Don’t just write blog posts — consider visuals, videos, FAQs, or content that answers questions clearly and quickly.
- Keep an eye on your analytics. If you’re seeing less traffic, it may not be your fault. The search landscape is shifting, and part of success is adapting to the changes early.
Small business owners have always had to be scrappy and forward-thinking. That hasn’t changed. What has changed is the way people find information — and businesses need to evolve alongside those trends to stay visible, competitive, and successful online.
Google Search Survival Checklist for Small Business Owners
🔍 General Search Readiness
- My website is mobile-friendly and loads quickly.
- I use clear, helpful titles and descriptions for my pages.
- My content answers real customer questions, not just stuffed with keywords.
🎙️ Voice & Visual Search
- My content is conversational and easy to read out loud (great for voice search).
- I include images with descriptive file names and alt text (helps with visual search).
- I’ve claimed and optimized my Google Business Profile.
🤖 Adapting to AI & AI Overviews
- I focus on in-depth, expert content that goes beyond quick answers.
- I use FAQs, how-tos, and structured content to increase chances of being featured.
- I check how my content appears in Google’s AI-generated summaries (where available).
📈 Diversify Your Traffic Sources
- I promote my content on at least one or two social media platforms.
- I have an email list or newsletter to reach customers directly.
- I use YouTube, Instagram, or other platforms for additional visibility (if relevant).
📊 Analytics & Insights
- I regularly check Google Analytics or Search Console for traffic patterns.
- I look for drops in traffic and try to understand what’s causing them.
- I track what kind of content is performing best and create more like it.
FAQ: What Small Business Owners Need to Know About Google Search Changes
Q: Is Google still sending traffic to websites?
A: Yes, but how and how much has changed. With AI Overviews and other features, users may get quick answers without clicking. That’s why it’s critical to offer deeper, unique value on your site.
Q: Should I still care about SEO?
A: Absolutely. But SEO today is about more than keywords. It’s about being helpful, fast, mobile-friendly, and answering user intent — especially across voice and visual formats.
Q: What’s “AI Overviews” and how does it affect me?
A: AI Overviews are summaries generated by Google to answer questions directly in search results. If your content contributes to those answers, you may still get visibility — but fewer clicks. Focus on content that makes users want to click for more.
Q: Is the traditional search bar going away?
A: Not yet, but it’s becoming less central. Google is investing in voice search, visual search, and AI assistants. That’s why your content needs to work across different formats.
Q: How do I make my content voice-search friendly?
A: Keep it conversational, answer specific questions clearly, and use natural language. Think about how people speak when asking a question.
Q: What can I do today to stay ahead?
A:
- Update and optimize your website content.
- Add visuals and make them searchable.
- Use clear headings and FAQs.
- Be present on more than just Google.
- Build direct relationships (email, social media) so you’re not relying only on search.