AI is changing the way people use Google Search, but here’s the bottom line: traditional search still drives the sale. That’s what new data from recent ecommerce keyword studies is confirming, and it’s reshaping how businesses should think about content, SEO, and the buyer journey.

At Next Level Marketing Agency, we’ve been closely tracking these shifts, especially since they directly impact how small and medium businesses appear in both research and purchase phases. Let’s break down what’s happening and what you should do to stay ahead.

AI Overviews Are Changing Discovery, Not Replacing Search

Google’s AI Overviews, those auto-generated summaries at the top of search results, are starting to dominate the research phase of shopping behavior. This means when people are asking “what’s the best type of home treadmill” or “how does Invisalign compare to braces,” Google may respond with an AI-generated answer instead of listing traditional websites first.

But when it comes time to buy, users are still clicking through to product pages, service providers, and local businesses via traditional search results. In other words, AI is guiding people during early research, but it’s still your website, landing page, or Google Business Profile that wins the sale.

The Data Behind the Shift

According to recent analyses, Google’s AI Overview visibility spiked to about 26% of ecommerce keyword coverage in September, then dropped to 9% in October. Why does that matter?

It shows AI is still in flux. Google is testing and pulling back, particularly with transactional queries. The keyword churn (82% year-over-year) means the AI Overview landscape is still being defined. Some categories like groceries, home entertainment, and small appliances are seeing consistent AI usage, while others like furniture and home décor aren’t being prioritized in AI answers.

For small businesses, this signals that AI is here to assist, not replace. You don’t need to overhaul everything, but you do need to adjust your content to match how people are searching during the discovery phase.

What This Means for Your SEO Strategy

Let’s be clear: Google is not abandoning traditional search. It’s layering on new behavior. So your content strategy needs to do two things at once:

1. Show up in AI Overviews during the research phase
2. Dominate traditional search for purchase-ready keywords

That means creating two types of content:

• Informational Content for AI visibility: These are blogs, FAQs, and comparisons that answer “what,” “why,” and “how” questions. Think: “Best heating options for small apartments,” or “How to choose the right web design agency in Florida.”
• Transactional Content for traditional SEO: These are your service pages, product listings, and sales landing pages targeting “near me” searches or “buy” intent. Think: “Affordable HVAC installation in Lake Mary” or “Custom web design packages Orlando.”

Timing Also Matters

Another key insight from the data is that seasonality plays a role in when different types of content perform best. November is shaping up to be the prime discovery window, when people are researching and comparing before buying in December. That means your educational content should already be in place before the holiday rush hits.

If you wait until December to publish that comparison guide or local service checklist, you may miss the customer entirely—they’ve already made their decision and are in checkout mode.

How Local Businesses Can Capitalize on AI Overviews

If you’re a service provider or ecommerce shop in Central Florida, here are a few practical ways to adapt:

1. Publish Comparison Content

Write blog posts that compare your services, products, or packages. Example: “Standard vs Premium Lawn Care: Which One Do You Need This Spring?”

2. Add Structured Data to Your Content

Using schema markup helps Google (and its AI) better understand your site. This increases your chances of being included in Overviews and featured answers.

3. Answer Common Customer Questions

Use FAQ sections on service pages or blog posts that directly answer your most-asked customer questions. These make you more visible in AI-generated results.

4. Create Localized Guides

Google’s AI prefers specific, helpful content. A guide like “How to Choose the Right Web Design Agency in Orlando” not only positions you as an expert, it’s also more likely to be pulled into AI responses.

5. Don’t Neglect Your Purchase Pages

Even as you create content for the research phase, make sure your product or service pages are optimized for conversion. Clear calls to action, fast loading speeds, mobile responsiveness, and local SEO matter more than ever when it’s time to close the deal.

AI Doesn’t Replace Search, It Expands It

Here’s the key takeaway: AI isn’t replacing the traditional sales funnel. It’s enhancing the top of the funnel—bringing in more educated, better-prepared customers. If your brand can be part of their learning journey early, you’re more likely to earn their trust by the time they’re ready to buy.

Businesses that ignore this shift risk becoming invisible during that first phase of discovery. But those who embrace it—by publishing smart, relevant, structured content—are setting themselves up for better leads, stronger visibility, and higher conversions.

Let’s Get You Ready for AI-Driven Search

At Next Level Marketing Agency, we help businesses across Central Florida build digital strategies that work for both traditional and AI-powered search. From content plans and local SEO to website upgrades and structured data, we’ll make sure your business is present where it matters—especially when it matters most.

Need help aligning your content strategy with today’s AI-powered buyer journey? Schedule a free strategy session and let’s build your next level together.