At Brash, we work with small business owners who rely on technology every day but don’t always have time to keep up with how fast it’s evolving. One of the biggest shifts we’re seeing right now? The way people search for information — and the way businesses are found online.
Search isn’t just Google anymore
For years, appearing at the top of Google’s search results was the goal. You focused on SEO, keywords, and backlinks to drive people to your website.
But the way people discover businesses has completely changed. Today’s searches happen everywhere:
- LinkedIn – for professional advice and service providers
- TikTok and Instagram – for visual recommendations and tutorials
- YouTube – for demonstrations and reviews
- ChatGPT, Copilot, and Gemini – for quick, conversational answers
- Voice assistants – for instant responses to questions
Search has shifted from “typing keywords” to asking questions — and users now expect instant, summarised answers without needing to visit multiple sites.
The rise of zero-click searches
Here’s the real game-changer: more people are finding what they need without ever clicking through to a website.
Zero-click searches happen when:
- Google shows the answer directly on the results page
- AI tools summarise multiple sources into one response
- A social platform like TikTok gives a quick video answer
- Or users get an instant reply from ChatGPT or Copilot
This means your business might appear in search results — but users may never actually land on your website.
It’s a big shift for businesses who’ve spent years optimising for clicks and conversions. But it doesn’t mean SEO is dead — it just means the goal of SEO has changed.
SEO in 2025: It’s about visibility, not just traffic
Traditional SEO was about getting people to your site.
Modern SEO is about making sure your business is found and trusted wherever people are searching.
That means rethinking what “success” looks like. Instead of measuring only clicks, focus on:
- Brand visibility and mentions across the web
- Featured snippets and summaries that cite your expertise
- Strong profiles on platforms like LinkedIn, YouTube, and Google Business
- Authoritative content that AI tools can reference when answering questions
Your content’s presence across platforms now matters as much — if not more — than where it ranks on Google.
How small businesses can adapt to this new search era
Here’s how you can stay visible, relevant, and trusted as user behaviour evolves:
- Create content that answers real questions
Write helpful blogs, FAQs, or short-form videos that directly address what your audience is asking — not just what you want to promote. - Optimise for natural, conversational language
AI and voice search tools love human, clear answers. Think: “How can I make my IT systems more efficient?” instead of “IT support Hertfordshire.” - Build authority across platforms
Be active on LinkedIn, gather Google reviews, and post thought leadership content that reflects your expertise. These signals strengthen your digital credibility. - Think beyond clicks
Even if someone doesn’t visit your website, they might still see your name in a summary, snippet, or recommendation — and remember it when they are ready to reach out. - Keep your information consistent everywhere
Your business name, services, and tone should be aligned across your website, social media, and directories. Inconsistent details can confuse search engines and AI tools alike.
Sustainable search in an AI-driven world
The search landscape will keep changing — but one thing stays constant: people want trustworthy, clear, and authentic answers.
For small businesses, this is good news. You don’t need to compete with big brands on ad budgets. You just need to show up consistently, offer genuine value, and make sure your business can be discovered — wherever people are searching.
At Brash, we help small business owners stay ahead of technology changes — from proactive IT management to smarter, more sustainable ways to stay visible online.
If you’d like to talk about how to keep your business running smoothly (and easy to find), we’re here to help. 😊
