It does not really look good for small businesses. Yes, Google AI Overview – “a feature in Google Search that uses generative AI to provide concise, informative summaries at the top of search results, offering users a quick overview of a topic and links to further explore “ – is distorting the natural equilibrium of search positioning.
My blog – tekedia.com – is doing just fine on traffic as most of our readers type the URL on the browser to visit. But the search results which used to come from some of our core business frameworks like One Oasis Strategy, Double Play Strategy, Product Minimum Viable Quality (PMVQ), etc are now summarized by AI Overview, making a site visit marginal. On the specific posts, we have noticed the impacts.
As a small business owner, you need to upgrade your customer acquisition strategy. When I was designing our model, I elevated blog to the top of the domain, and put the products Tekedia Mini-MBA home (school.tekedia.com), Tekedia Capital (capital.tekedia.com), etc as sub-domains, based on my theory that in the age of web-anchored abundance, supply is unbounded, and influencing demand is where value could be captured. So, I elevated the blog above the products, working to convert users for those products.
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So far, the model has worked for us, as the blog solidified the brand positioning, and upon that, we have the products. But with AI Overview, we need to now focus on NOT relying on search, by making sure we have things so good that people will type Tekedia.com on their browser to visit.
If you run a digital shop, before you become an entry in the museum, revisit your customer acquisition playbook in the age of AI. Remember: AI will expire many business models across sectors and industries!
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I think the era of unknown people launching a business is gradually coming to an end. Some form of social capital is a competitive advantage going forward. The more you are known, the easier for your products to be accepted when you introduce them.
The new playbook will go thus: first learn and know something, then be known, and finally – launch and start selling.
If you cannot acquire social capital on your own, you have to bring in those with social capital as part of your founding team. Google is no more for selling and finding what you sell, times have changed.