Let’s be honest—things are changing fast online, and AI is at the center of it. Everywhere you look, people are talking about smarter search results, chatbots like ChatGPT, and fewer clicks to websites.
So as a small business owner, you might be wondering:
Is SEO still worth the effort and investment? Or should I be focusing my marketing somewhere else?
If you’ve asked yourself that lately, you’re not alone. It’s a common (and fair) question right now.
But before we talk about where SEO fits in today’s world, let’s take a quick step back.
Why Has SEO Been So Valuable for Small Businesses?
At its core, SEO (search engine optimization) is all about one thing: helping people find your business when they’re already looking for what you offer.
When it works well, it’s like having a sales rep working 24/7—bringing in leads, phone calls, and customers while you focus on running the business.
Here’s How SEO Has Traditionally Worked
Step 1: People Search
Think of Google like the busiest street in town. Every day, people are searching things like “emergency dentist near me” or “best HVAC company in Springfield.” That’s incredibly high-intent traffic—people looking to hire right now.
Step 2: People Click
Ranking high in search results is great, but it’s those clicks that actually drive business. SEO helps your site stand out and catch attention when it matters most.
Step 3: People Buy
When someone finds your business while actively searching for what you offer, they’re already partway through their decision process. That’s why SEO leads tend to convert better than most other sources.
If you’ve ever had someone say “I found you on Google,” then you already know how powerful good SEO can be.
So What’s Changing?
Search has always evolved, but the last couple of years have brought some major shifts—mostly thanks to AI.
1. Search Habits Are Changing
AI is making it easier for people to get answers quickly—sometimes without even clicking a link. Tools like Google’s AI Overviews or ChatGPT give users instant summaries and suggestions.
This means:
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More searches, fewer clicks
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Faster research (especially for comparisons or reviews)
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Traffic is being divided across more platforms
2. There Are More Places to Show Up
The search ecosystem now includes:
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Google and Bing
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AI-powered summaries (like Google’s Overviews)
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AI chat tools (like ChatGPT, Perplexity, Claude)
That means your business has more chances to be discovered—but only if you’re showing up in all the right places.
3. Are People Still Using Google?
Yes—by a long shot. As of early 2025:
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Google handles nearly 90% of all search traffic
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ChatGPT is growing, but it still accounts for less than 1% of total search
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Google processes over 13 billion searches per day
So while AI is growing fast, traditional search still dominates.
How Should Small Businesses Adapt Their SEO Strategy?
I’ve been working in SEO since 2005, and one thing I’ve learned is this: the fundamentals don’t go out of style.
At SEO Windy City, we’ve taught a simple framework for years called the 4 R’s of SEO:
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Research
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Relevance
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Reputation
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Results
Let’s break it down.
The 4 R’s of Smart SEO
1. Research: Know What People Are Searching For
You can’t show up in search if you don’t know what people are typing into Google. Use tools like Google Keyword Planner, SEMrush, or Ahrefs to understand real customer searches.
(And while AI search data is still new and limited, traditional keyword tools still give you a strong foundation.)
2. Relevance: Create Content That Actually Helps
SEO isn’t about “tricking Google.” It’s about creating content that’s genuinely useful.
Write for humans first. Use AI tools for brainstorming if you want, but always edit with your customers in mind. Don’t forget the basics—good titles, internal links, and schema markup help both people and search engines.
3. Reputation: Build Trust in the Right Places
Google and AI tools both want to show trustworthy businesses.
That means:
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Get listed in reputable directories
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Earn links from real industry relationships
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Encourage (and respond to) online reviews
Think of this as digital word-of-mouth.
4. Results: Track What Matters
SEO isn’t set-it-and-forget-it. You need to track what’s working and adjust.
Use Google Search Console, Google Analytics 4 (GA4), and tools like Ahrefs to monitor keyword reach, search impressions, and most importantly—conversions (calls, leads, sales). Even if traffic drops, a rise in phone calls or local visibility might be a bigger win.
How Does ChatGPT SEO Compare to Traditional Google SEO?
A lot of business owners are asking this: Do I need a totally different strategy for ChatGPT?
Here’s the deal: the fundamentals still matter. But the way AI tools work is a little different.
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Google ranks pages using signals like backlinks, content quality, and authority
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ChatGPT doesn’t “rank” results—it pulls from training data, citations, and entity mentions
That said, we’ve seen that businesses that rank well in Google also tend to show up in ChatGPT responses. Why? Because both platforms reward clear, useful, trustworthy content.
Our Predictions for the Future of SEO
Here’s where we think things are headed:
Prediction #1: The Basics Will Keep Working
Solid strategy—research, relevant content, strong reputation, smart tracking—will always matter.
Prediction #2: Change Will Be Gradual
Most people won’t ditch Google overnight. Just like people still use AOL email addresses, habits die hard.
Prediction #3: Local Businesses Have an Edge
Local search (like Google Maps and the local 3-pack) is still extremely important—and relatively insulated from big AI shifts.
Prediction #4: Buyers Will Move Faster
AI makes research easier and faster. That means people make decisions (and purchases) faster too.
Prediction #5: The Visible Will Get More Visible
The brands that are already showing up will gain more visibility. It snowballs. The earlier you start building that visibility, the better off you’ll be.
So… Is SEO Still Worth It?
Yes. Absolutely.
People are still searching. Your business still needs to be found. What’s changed is how and where people are searching—and how fast they expect answers.
The good news? AI levels the playing field. Small businesses can now create great content faster and cheaper than ever before—as long as you combine AI with human insight and strategy.
Are You Ready for AI-Powered SEO?
Here’s a quick readiness check. The more of these you can say “yes” to, the more prepared you are:
✅ I have clear growth goals
✅ I know my ideal customer
✅ I can explain what makes us different
✅ Someone is actively managing our marketing
✅ We track where our leads come from
✅ I’ve tried at least one AI tool
✅ I know AI helps, but strategy still needs a human
If most of these sound like you—great. You’re in a strong position to grow.
If not—that’s okay. These are all things you can improve. And we can help.
Need Help With SEO?
If you’re a small business owner and want expert help to improve your SEO and show up in AI tools like ChatGPT, reach out for a free assessment and quote.
If you run an agency or consulting firm and want to offer white-label SEO services to your clients, let’s talk about partnering.
Let’s get your business found—everywhere people are searching.
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