Shifting Traffic Trends: How Social Media and AI Are Redefining the Landscape for Small and Medium-Sized Businesses
Social media has become a crucial driver of traffic for small and medium-sized businesses (SMBs), surpassing search in its importance. According to a recent survey by WordStream by LocaliQ, 64% of SMBs now list social media as a main traffic driver, beating organic search at 52%. This shift in traffic trends is accompanied by an increasing awareness and concern about AI-generated referrals and summaries, which are seen as both opportunities and threats by SMBs.
The survey, which included over 300 U.S. small businesses across 24 industries, highlights the evolving landscape of online traffic and the strategies SMBs are adopting to stay competitive. With 50% of SMBs monitoring AI referrals and mentions, and 70% of larger SMBs doing the same, it’s clear that AI is on the radar of businesses looking to optimize their online presence.
The Rise of Social Media and the Decline of Google Traffic
One of the key findings of the survey is the significant role social media now plays in driving traffic to SMBs. Solopreneurs and micro-businesses, in particular, ranked social media as their top traffic source. Furthermore, 35% of businesses without a website reported that social media and marketplaces provide them with enough leads, making a website unnecessary. This trend is accompanied by a decline in traffic from Google updates and AI-driven search, with 40% of SMBs reporting losses.
Despite this, most SMBs (72%) believe their SEO efforts are still effective. However, the landscape is undoubtedly changing, with social media surpassing search as a primary traffic driver. As SMBs adapt to these changes, they are focusing on core webpages such as homepages, product or service pages, and contact pages to boost their AI visibility.
Adapting to AI: Strategies for SMBs
To improve their visibility in AI summaries and referrals, SMBs are employing strategies that overlap with SEO fundamentals. These include using clear, descriptive headlines, improving readability, and fixing technical basics like speed and mobile performance. Larger SMBs are also investing in building external brand mentions and adding structured data to their websites.
The biggest frustration for SMBs is seeing competitors featured in AI summaries instead of them. However, this also presents an opportunity for smaller brands to gain visibility they might not have otherwise achieved, as AI models often pull from sites beyond Google’s top 10.
Danny Goodwin, Editorial Director of Search Engine Land & Search Marketing Expo – SMX, notes the significance of these trends for SMBs and the importance of adapting to the evolving digital landscape. With his extensive experience in editing and writing about the latest developments and trends in search and digital marketing, Goodwin provides valuable insights into how businesses can navigate these changes effectively.
Conclusion: Embracing the Future of Traffic
The shift towards social media and AI as primary drivers of traffic underscores the need for SMBs to be agile and responsive to changes in the digital landscape. By understanding these trends and adapting their strategies accordingly, SMBs can not only survive but thrive in this new environment. The report by WordStream by LocaliQ, “The Big SMB Website Trends Report: SEO, GEO, & the Future of Traffic,” offers a comprehensive look at these trends and provides actionable advice for businesses looking to optimize their online presence in the age of AI and social media.
