by Shane Coursen
with assistance from Google Gemini
Once again Google AI overviews are in the spotlight! I’ve made a number of posts about Google AI overviews over the past several weeks, and it turns out they were warranted. As young as they are, Google AI overviews are already having a major impact on your website traffic.
At least according to most the impacts to your website are negative, but also according to most, it is what it is and AI is the future.
If you are like me and many other Gen X-aged people, you might be sitting back with a big grin on your face wondering who will win. Win what you ask? Google is gambling with suicide right now. They are simultaneously utilizing AI to propel their business forward while at the same time abandoning what made them successful in the first place.
If Google is successful with its AI solution then it will come out alive and maybe better in the end. Certainly it will fill a different purpose but that is subject for a different article. But if AI doesn’t meet expectations, then buh-bye Google Search and hello something else. (Many would welcome and are rooting for the latter).
Read the comments to most any article related to Google AI overviews and the hate is palpable. If you find yourself in that cohort, it’s probably a good idea to start by understanding the battlefield.
“The Great Decoupling” in the context of Google Search refers to the emerging trend where search impressions (how many times your content is seen in search results) might remain stable or even increase, but clicks to your website decrease significantly. This is largely attributed to Google’s increasing tendency to provide answers and information directly within the search results, often through:
AI Overviews (formerly SGE – Search Generative Experience): AI-generated summaries and answers that directly address user queries, reducing the need to click through to a website.
Featured Snippets: Direct answers pulled from websites, displayed prominently at the top of the search results.
Knowledge Panels: Information boxes about entities (businesses, people, places) that provide quick facts.
Local Packs/Maps: For local searches, Google often provides a map and a list of the top 3 businesses directly, with contact info and reviews.
How does “The Great Decoupling” affect small businesses in rural areas that rely mostly on local marketing, word of mouth, and client referrals?
While both small local rural businesses and large corporations will be affected by AI Overviews, the negative impact is generally more pronounced and potentially damaging for large corporates.
Small business challenges:
Reduced Organic Website Traffic (Even for Local Searches):
- If Google provides the answer or contact info directly in an AI Overview or Local Pack, a searcher might not click through to your website. This means less direct exposure to your full services, brand story, and other offerings on your site.
- For rural businesses with limited online presence, this could further marginalize their website traffic from search, even if their listing appears.
Increased Competition for “Zero-Click” Real Estate:
The prime “zero-click” spots in search results (AI Overviews, Local Packs, Featured Snippets) become even more crucial. If you’re not optimized to appear in these, you risk being overlooked as users get their answers without ever scrolling down to organic listings.
Larger, more digitally savvy competitors (even if not local) might be better equipped to capture these zero-click opportunities.
Pressure to Maintain a Strong Google Business Profile (GBP):
Since Google is answering more directly, your GBP becomes even more vital. If someone searches for “plumber near me,” Google might show the Local Pack. If your GBP isn’t fully optimized, accurately filled out, and loaded with recent positive reviews, you won’t even make it into that initial list.
This means continually updating hours, services, photos, and especially, actively soliciting and responding to reviews.
Why Small Local Rural Businesses Might Be Less Negatively Affected Compared to Large Corporates (and how small business may even find some opportunities):
Reliance on High-Intent, Transactional, and Branded Searches:
Small local rural businesses often see traffic from “bottom-of-the-funnel” queries like “plumber near me,” “best local restaurant,” or “my business name + city.” These are highly transactional or navigational searches where users have a strong intent to take action (call, visit, buy). In short, people visit your website not for the fluff, but just for the facts.
AI Overviews appear less frequently for these highly specific, transactional, and branded queries. When they do, they often incorporate the Google Business Profile (GBP) and local pack, which is already a zero-click type of answer. In other words, you might not be in as much direct competition with Google AI overview as you think.
Branded searches, in particular, appear to be more resilient and can even see a boost in CTR (click through rate) when an AI Overview for the brand appears.
Google Business Profile Dominance
For local businesses, the Google Business Profile (GBP) has always been the most critical ranking factor for local searches. AI Overviews for local queries frequently pull directly from and enhance the GBP.
This means that if a rural business has an optimized GBP with accurate information and good reviews, they have a strong chance of appearing in the AI Overview, even if it means fewer clicks directly to their website. The goal for local businesses is often “get found and get called/visited,” which AI Overviews can still facilitate directly.
Word-of-Mouth and Referrals are Primary Drivers:
Rural businesses heavily rely on non-digital marketing channels like word-of-mouth and referrals. AI Overviews don’t directly impact these foundational marketing strengths. In fact, a good online presence (including appearing in AI Overviews for direct answers) can complement these traditional methods.
Adaptation and Niche Focus:
Smaller businesses can be more agile in adapting their SEO strategies. They can focus on creating highly specific, authoritative content that answers niche local questions, making them excellent candidates for being cited by AI Overviews for those specific queries. For example, tailoring your content to your unique local environment.
Reinforcement of Existing Strengths and Strategies (and why they become even MORE important):
Word-of-Mouth and Referrals Remain King:
In rural areas, trust is paramount. Google’s decoupling doesn’t diminish the power of a neighbor recommending your business. In fact, if online information becomes less reliable (due to AI hallucinating, etc.), personal recommendations might become even more valued.
Action: Double down on excellent customer service, follow-ups, actively encouraging satisfied customers to refer others, and always always always, ask your clients to leave a Google review. Make it easy for your clients to leave a Google review with a NFC “Tap Tag”.
Robust Google Business Profile (GBP) Optimization:
This was always crucial for local SEO, but now it’s mission-critical. If your website clicks are “decoupling,” your GBP becomes the primary way people find your basic info directly.
Action: Ensure your GBP is 100% complete, accurate, verified, and regularly updated. Post Google Posts, add photos, and encourage reviews. Respond to all reviews, positive and negative.
If you have a maintenance plan with Let’s Talk Graphics and we’ve spoken about it, you are covered in regards to your GBP. If we haven’t spoken about it, don’t assume. PLEASE ASK!
Local Citations and NAP Consistency:
Ensuring your Name, Address, and Phone number (NAP) are consistent across all online directories (Yelp, local chambers of commerce, industry-specific directories) reinforces your legitimacy to Google and other platforms.
Action: Periodically review your online business listings for accuracy.
Community Engagement and Local Media:
Sponsoring local events, partnering with other local businesses, and getting featured in local newspapers or radio are traditional marketing methods that build local prominence and trust. This prominence can indirectly signal to Google that your business is a legitimate and active part of the community.
Action: Actively participate in community events, seek out partnerships, and build relationships with local media.
Focus on Niche Expertise and High-Quality, In-Depth Website Content (even if it’s not clicked immediately):
While direct clicks might decrease, the presence of high-quality, authoritative content on your website still signals to Google that you are a reliable source of information. This expertise can help your GBP rank higher and your snippets be chosen for AI Overviews.
Action: Create in-depth blog posts, FAQs, and service pages that thoroughly answer common questions specific to your area and industry. This builds authority over time.
Direct Communication Channels:
If Google’s search results are trying to answer questions directly, users might still have follow-up questions. Make it easy for them to contact you directly via phone, email, or a contact form prominently displayed on your website and GBP.
Action: Ensure your phone number is clickable on mobile, your email is easy to find, and your contact form is user-friendly.
In essence, for rural small businesses, the “Great Decoupling” reinforces the importance of strong foundational local SEO and community ties. While it might make getting website clicks from broad search queries harder, it emphasizes the direct-answer capabilities of Google’s local features. Therefore, optimizing your Google Business Profile, maintaining NAP (Name, Address, and Phone number) consistency, fostering reviews, and continuing to build a strong local reputation become even more critical to being discovered and chosen by local customers. Your website still serves as the ultimate source of truth and detail once a user is compelled to learn more.