Gaining Traffic from Google Search in 2026 and Beyond

This month's Knowledge Hub article is provided by Bigwave Marketing, a full service marketing agency based in Exeter. They support over 800 leisure and cultural facilities across the UK, making them one of the UK's largest destination marketing agencies.

One of the areas they specialise in is Search Engine Optimisation. With AI rapidly transforming how people search online, and users increasingly turning to AI‑powered engines like ChatGPT, Gemini, Perplexity, and Google’s AI Overviews for instant, conversational answers, the team at Bigwave give us their expert insight into what you can to to continue to gain traffic to your website in 2026. 

Not long ago, if your website showed up near the top of Google, you could count on a steady stream of clicks and customers. Ranking first was the prize. It meant something. But those days? They’re behind us.

Google has changed! Subtly at first, but now drastically. The ten blue links are no longer the most prominent feature in search results for some queries. More search results now are visual, interactive, personalised, and increasingly influenced by AI overviews and now AI Mode. You can spot videos, image carousels, location-based results, ‘People Also Ask’ dropdowns, and AI-generated answers that often appear before any website does.

This shift means one very important thing: being visible on Google is no longer just about ranking number one. It’s about showing up in the right format, at the right moment, and in the right place within the search results.

In this guide, we’ll explore how search has evolved, what features you need to care about, and what you can do – practically and realistically – to keep your business front and centre in 2026 and beyond.

What’s going on with Google’s search results?

Starting with the basics, the way Google presents information on its results pages (known as “SERPs” or Search Engine Results Pages) has undergone a complete transformation in recent years.

Gone are the days of ten blue links. Instead, today’s SERPs mix in a whole host of features designed to answer users’ questions more quickly and directly. The downside? These features often mean fewer people click through to websites. After all, why would you, if you’ve already got your answer?

Now, let’s break down the main changes:

AI overviews: The new top of the page

You have probably noticed these at the very top of search results. Google is summarising information directly in a short paragraph or bullet list. These are called AI Overviews (formerly known as Search Generative Experience, or SGE).

Google uses artificial intelligence to pull content from across the web and create a quick answer to your question. While this is handy for users, it creates a problem for businesses. Only a few sources get cited, and often, users don’t even scroll past that box. Furthermore, they keep people on Google’s page.

What does this mean for you? Well, if your content is featured in these overviews, brilliant! You gain credibility and visibility. But if you’re not included, your chance of being seen drops significantly.

Zero-click searches: No click, no traffic?

Another big shift is the rise of zero-click searches. This is where Google answers the user’s query right on the page – no need to visit a website at all. You’ve likely seen this when you look up the weather, ask for a definition, or search for opening hours.

Features such as the local pack (maps pack), ‘People Also Ask’, and featured snippets are designed to keep users on Google’s page. While this creates a smoother experience for searchers, it often means that websites lose out on traffic.

The user comes first: value is the ultimate ranking factor

Search engines, led by Google, are updating to prioritise a user-centric approach by integrating AI and prioritising user experience (UX) metrics over keyword optimisation.

For businesses in Leisure, Hospitality and Tourism, this could mean sites with seamless, integrated experiences like direct online booking are appearing higher in search results.

The most recent updates priotise high-quality, helpful content over SEO-driven filler, while also taking into account intuitive interfaces for tasks like booking appointments or ordering food – particularly on mobile.

More visuals: Images and videos are everywhere

Search results today are far more visual than they used to be. Google’s algorithm is now designed to surface image packs, video carousels, and even short videos (think YouTube Shorts or TikTok-style clips) for queries related to tutorials, products, reviews or trends.

This is particularly important for businesses selling physical products as people often want to see what they’re looking for and not just read about it.

So, ask yourself: Are you showing up in video or image results? If not, this could be a huge, missed opportunity.

Local searches (“near me” searches)

If your business serves a local area, this is good news – but only if you’re properly set up for local SEO. That means having a complete and accurate Google Business Profile, encouraging reviews, and using location-based keywords on your site.

Local search results have the Google Maps pack prominently featured at the top of the search results (in most cases). This feature attracts a significant number of clicks, and AI Overviews for local searches are becoming increasingly prominent as time goes on.

Google wants real experts: Introducing E.E.A.T. (again!)

For content that impacts someone’s health, finances, or well-being (what Google calls “Your Money or Your Life”/YMYL topics) there’s a heavy emphasis on E.E.A.T.: Experience, Expertise, Authoritativeness and Trustworthiness.

In plain English? Google wants to know that you know what you’re talking about. You need to demonstrate real-world experience, back up your claims, and build trust through reviews, credentials and reputable content written with expertise.

AI Mode: Google’s latest search experience

Resembling ChatGPT or Perplexity, AI Mode aims to understand more complex questions, and queries and arrange the information in a way that provides more information and context to the user. It is a full-page experience that might replace the ten blue links or the default “Search”/All experience we’ve had since the inception of Google. The full consequence of this mode is currently unclear, as it’s still early days. However, AI Overviews have caused several news outlets to see sharp decreases in traffic, and AI Mode certainly won’t help matters.

The good news: searchers that are looking to buy a product or service will still need to visit your website, so, in the meantime, while we should expect a drop in our website visitors, the number and quality of transactions should be the same or higher. Assuming you appear in the AI mode reference links.

Staying on top through GEO

So, how do you make the most of all the features and content formats? It’s time to think about Generative Engine Optimisation, or “GEO”.

GEO is the optimisation of your brand for the purpose of improving performance in AI search, aligning your content with the way people search to make your brand the most attractive option for Google to pin at the top in an AI Overview.

There are many ways you can optimise your brand for GEO, so let’s look at the top features to aim at for most businesses and how you can get there.

1. Answer common questions clearly and briefly (think 40–60 words)

The AI Overview is going to need a sharp, concise answer to help users find the solution to their query as fast as possible. Make it easy for the search engine, and ensure your content contains phrases that can easily be extracted for this purpose.

Using bullet points or step-by-step formatting can help to gift Google a straightforward excerpt for its AI Overviews. You should also focus on queries that start with “how”, “why”, or “what”, providing both the question and its answer within your content so it can be easily found.

2. Be the source, not the footnote

AI Overviews pull from trustworthy content sources, and you want Google to consider you one of them.

 To stand out, keep your content accurate, useful and up to date. Write comprehensive guides that answer related questions in one place and use structured data (like FAQ schema) to help Google “read” your content properly. The more organised your content, the more trustworthy Google will deem it.

3. Utilise video, explain it visually

Video is now essential – not optional.

 Whether it’s a short tutorial, a product demo, or a customer Q&A, adding video to your content helps it appear in multiple formats. As mentioned before, videos are now appearing as part of AI Overviews, and you’ll ideally want your brand to sneak in there.

The best way to do this is to upload to YouTube (Google owns it) and:

• Write descriptive, keyword-rich titles
• Use chapters (timestamps) for longer content
• Add custom thumbnails that draw the eye

4. Dominate nearby searches through local SEO

This is where many small businesses can really shine.

 Get started by:

• Setting up your Google Business Profile (and keeping it current)
• Using location-based keywords on your pages (e.g., “florist in Bath”)
• Encouraging reviews and responding to them politely
• Local searches often have high intent – people are ready to buy or book.

5. ‘People Also Ask’: Answer follow-up questions

These boxes appear when Google senses someone might want to dig deeper. They’re a great chance to build visibility.

You can show up by:

•  Adding FAQ sections to your pages
• Using natural, question-based headings
• Writing in a friendly, conversational tone

6. Don't underestimate Reddit

Here’s a surprising one. In 2024, Google recently signed a $60 million deal to access Reddit to train their AI models. Google has also shown a preference to Reddit in search results. That means answers from forums, discussions, and real-life experiences are showing up more often.

So, what can you do? Listen in. Use Reddit to understand what questions people are asking in your industry. Then, create content that responds with clarity, honesty and real-life relevance. You might even engage directly – carefully and authentically – to share your experience and expertise.

What should you do next?

Being visible on Google is no longer just about ranking. It’s about showing up in the right formats – whether that’s a video snippet, a quick answer, or an AI Overview.

To keep up, you’ll want to:

• Create helpful, well-structured content that answers real questions
• Think beyond blogs – use video, visuals, FAQs and customer reviews
• Regularly update your site and stay in tune with what your audience is searching for

Search visibility in 2026 is about presence, not position. Make sure you’re turning up wherever your audience is looking, and making sure your content is built around the way queries are being answered nowadays.

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Want help putting this into action?

We can help you audit your content and build a plan to make sure your business shows up across Google’s evolving features.

Bigwave have in-house team of 50+ staff work together to provide support and expertise that includes: Advertising, Branding, Creative design, Content/copy writing, Email & SMS marketing, Hosting, Paid media advertising (PPC), Photography, Print, Search engine optimisation (SEO), Social media, Videography and Websites.

The agency philosophy is to start with a small drop and develop into a Big Wave. This delivers sustainable, growth-led, marketing for clients.

For more information please visit www.bigwave.co.uk, or find out more about their SEO services.