In the digital age, change is the only constant. Now, website traffic is changing.
If you’ve noticed fewer visitors coming to your business website, you’re not alone. Google’s new AI-powered search features are making it easier for customers to get answers without ever clicking through to a website. This shift is called “zero-click search,” and it’s transforming how people find local businesses—including those right here in the 826 area code.
What’s Happening?
When someone searches for a service—say, “best plumbers near me”—Google’s AI can now summarize information from across the web and show an instant answer. That means fewer people are clicking on links, including those to your business website. Some estimates calculate that up to 60% of searches do not yield a click. For example, when I use my Android phone to search for the “best realtor in Roanoke, Virginia”, the Google AI answer is about a third of the screen. Only one link is visible. Mobile users will need to scroll to organic search results & links (“Sponsored” results with links are paid ads).
Why Does This Matter?
For years, local businesses have relied on appearing in search results to attract new customers. If fewer people are visiting your website, you could see fewer leads and sales—unless you adapt. This reduction in website traffic is now well documented, as reported by The Wall Street Journal.
The Good News
This change to website traffic is a challenge, but also an opportunity. By diversifying how you reach new customers, you can build a more resilient business that isn’t at the mercy of search engine algorithms. Local directories like Virginia826.com are a part of the solution.
In this five-part series, we’ll share practical strategies to help you thrive, no matter how search changes. Stay tuned for next week’s post: “How to Diversify Your Customer Acquisition Channels.”
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