 The only constant in life is change they say, and currently the rate of change is very high in the digital marketing space and AI is dominating the conversation across all types of businesses. What can small businesses do to not get left behind? I'm going to start with a disclaimer that I'm definitely no AI expert and there are helps of people than know way more than I do, but following some discussions with small businesses owners I thought it worthwhile to summarise my thoughts and what I'm doing in a way that isn't overwhelming or too 'techy'. Let's begin... Identify your Bullseye Phrase This is what you want to be known for and what people are likely to be searching for in regards to discovering your business. One of my key phrases is "Facebook Ads Support Palmerston North", for others businesses this could look like "industrial cleaning services Manawatu", "gluten free dining Palmerston North" or "best cafe Palmerston North city centre". AI tools are great for coming up with ideas and narrowing it down to just 1. You then want to ensure this phrase is obvious and consistent across your digital channels, particularly your website and page titles. This is the essence of SEO (search engine optimisation), which has been a thing for many years, AI search optimisation is simply the next evolution of it. I got the term Bullseye Phrase from Corey Hinde of Good Oil Marketing, he's got heaps of resources on this stuff! Social media consistency Social media still matters, most businesses have this sorted, although many still don't. In regards to the AI search conversation, the latest major update is that Instagram posts are now searchable as of mid-2025 meaning Google and AI may include your Instagram posts in search results when it's relevant to do so. I have many other articles on social media but have three relevant tips below most businesses can double check.
Frequently add to your frequently asked questions If a potential customer is looking for an answer relating to your business industry and your competitor has the answer on their website and you do not, you're at a disadvantage. This is the future of AI search. For years now, Google has valued question and answer / solution based content over traditional keywords to help provide people with more useful content. If you don't already have a list of FAQ's somewhere this would be something to add high up on your to-do list. It is possible to add your own FAQ's to your Google Business Profile. Anticipating what questions people might be thinking and asking and having answers readily available helps position your business as being knowledgeable and acts as a sign of trust. Example: my core service is offering Facebook ads support, management and reporting. A popular question people search for is "How much does it cost to run Facebook Ads?" (and variations of this) so I've made sure there is content on my website and social media posts that answer this question. Information accuracy If you have prices stated on your website, regularly check these are up to date and easy to understand. You don't want AI tools telling people incorrect or outdated information. If it's been awhile since you've done a major review of your website, now is a good time to do so. Seek reviews Reviews help signal that other people have had a good experience with your business. When it comes to your online presence, this is one area where newer businesses can easily surpass businesses that have been around for decades if they're more proactive in attracting reviews. When people are asking for recommendations they're often using qualifiers such as 'best', 'trusted' or 'reliable' and reviews are evidence your business meets these criteria. Google reviews are great for this, make sure you reply to your reviews as well (even any negative ones) as this shows you're responsive. Use Google's existing tools What I recommend all businesses do is check they have Google Analytics and Google Search Console set up on their website to help gather data and to help measure web traffic. Both are free tools and a starting point for measuring your online presence and identifying top keywords and content gaps. I offer free Google Analytics and Google Search Console reporting for eligible businesses, the only catch is you'll need your web developer to set these accounts up and connect your website to them (if they haven't already) and they may charge for this. If you have a web developer contact (or similar) they're usually the best point of contact for a lot of the technical changes so best to get on their good side and explore your options. Next steps: If you're not sure where to start, here's one thing you can do right now. Use AI tools to ask for recommendations or for questions relevant to your business and see what comes up. The great thing with AI is if your business is not showing up you can simply ask it why not and get immediate points to consider. Borrow the prompts below if you want: Give me the top three recommendations for local <enter your industry etc> businesses I'm wanting to do everything I can to increase my business ranking on Google and AI search recommendations, can you assess my current website and key areas for improvement, using examples from any competitors where relevant. My output to the above prompt gave me A LOT to work with, most of which I won't be doing, I know my own website needs a major review and I now have some more ideas of what's required for that.
If you'd like to learn more or want a second opinion or starting point for measuring and optimising your online presence reach out at [email protected]. I'm always happy to have a no obligation chat, share some options and do my best to answer your questions 😊 |