Is Your Website Getting Less Traffic? Is Google Keeping Your Customers on the Search Page?
Hello there, I’m Linda Donnelly. For more than ten years, my team at Business Solutions Marketing Group has been working with small businesses like yours. We’ve seen a lot of changes in how people find things online. It used to be simple: you’d type something into Google, and you’d click on one of the first few websites that showed up. The more people who clicked on your website, the better your business did.
But lately, something has changed. Maybe you’ve noticed it too. You’re still working hard on your website, but the number of people visiting seems to be going down. It feels like your website is hidden, like you’re trying to talk, but no one is listening. It can be super frustrating, and you might think you’re doing something wrong.
The truth is, it might not be your fault. The way Google works has changed a lot. They’re trying to give people answers right on the search page so they don’t even have to click on your website. This is a big reason why many small businesses are seeing less traffic. Let’s talk about why this is happening and, more importantly, what we can do about it.
Why Is Google Showing Fewer Clicks for My Website and More Answers on the Search Page?
The world of online search has changed a lot, and it’s all about something called “zero-click searches.” This is a fancy term for when someone searches for something and gets their answer right away, without having to click on any of the websites.
Back in 2019, a study by SparkToro found that over 50% of Google searches ended without a click. That was a big number then, but it’s even bigger now. A more recent analysis from July 2025 shows that for every 1,000 searches in the U.S., a whopping 585 of them end with no one clicking on a website. ([turn2search2]) That’s more than half of all searches! Google is doing this with new features right on the search page, such as:
- Featured Snippets: These are those little boxes at the top of the search results that give a direct answer, a list of steps, or a table. They are sometimes called “Position Zero” because they are even higher than the number one spot.
- “People Also Ask” Boxes: These are sections with questions and answers that pop up and often keep people on the search page, looking for more quick answers.
- Knowledge Panels: These are the big boxes on the side of the search results that give you all the facts about a person, place, or business.
The newest and biggest change is with AI Overviews. These are summaries that are created by Google’s own AI. An Ahrefs study from June 2025 found that AI Overviews appeared on over a quarter of all search keywords. This is a huge jump—an increase of nearly 600% since the beginning of the year. ([turn2search8]) They are even replacing some of the older featured snippets. This means that a lot more people are getting their information without ever visiting a business’s website.
It’s like Google is building a big house for all the answers, and they’re inviting everyone to stay there instead of visiting all the little houses (the websites) down the street. So, what can you do when your potential customers are getting all the info they need from a big summary on the search page?
What Should My Business Do to Get Found and Grow in This New World?
This might sound like a big problem, but it’s also a big opportunity. Google isn’t just a search engine anymore; it’s a giant hub of information. The way to win is to make sure your business is the most trustworthy and helpful one there.
Here at Business Solutions Marketing Group, we have been teaching our clients to focus on a few key things that are more important now than ever before. We work on something called E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Google uses these four things to decide if your website is good enough to show to its users.
The way Google sees it, your website needs to be the best and most reliable place for information. If they feel your content is top-notch, they will show it in their instant answers and AI Overviews, and they’ll even put a link back to your website so people can see where the great information came from. This can actually increase your traffic in the long run. A study from Backlinko found that getting a featured snippet can boost your click-through rate by over 850%. ([turn2search3])
So, how do we show Google we’re the best?
Focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Google wants to see that you and your business know what you’re talking about from real-world experience. You can’t just copy and paste information from other websites. You need to show that you are a true expert. Here’s how:
- Experience: Share your own stories. Talk about what you’ve learned from working with clients over the past decade. Show pictures of your team at work, or case studies of how you helped a business grow. This proves you have “first-hand” knowledge.
- Expertise: Make sure your website has an “About Us” page that talks about your team and your background. List any certifications or awards you have. When you write a blog post, put the author’s name and a short bio so people (and Google!) know who is giving the information.
- Authoritativeness: This is about being seen as a leader in your field. One of the best ways to do this is to get other trusted websites to link to yours. This is called a “backlink.” When a famous website or news source links to your blog post, Google sees this as a vote of confidence.
- Trustworthiness: Make your website a safe and reliable place. Have a clear “Contact Us” page with your real business address and phone number. Make sure your website uses a secure connection (look for “https” in the address bar). You should also have positive reviews on places like Google and Yelp. At Business Solutions Marketing Group, we specialize in services like Review Removal to help you build and protect this trust.
Content Is Your Secret Weapon
The number one thing you can do to win is to create helpful, honest, and high-quality content. Your blog posts should be written to truly help people. Instead of trying to “trick” Google, you should focus on being the best resource. Here are a few things to keep in mind when you write:
- Answer Questions Directly: Think about the questions your customers ask you every day. Your blog posts should be a library of answers. For example, if you run a plumbing business, don’t just write “Tips for Your Plumbing.” Instead, write, “How to Fix a Leaky Faucet in 5 Easy Steps.” Google loves this kind of content because it’s so helpful and clear.
- Be a Real Person: Write in a friendly, conversational way. Don’t use big, complicated words. Imagine you’re talking to a friend. Make it sound like a person, not a robot. Google’s algorithms are getting really good at telling the difference.
- Go Deep: Don’t just give a short answer. A recent study by Orbit Media found that long-form content, like a detailed guide, is one of the most effective ways to get found online. ([turn2search8]) Dive deep into your topic and cover everything your reader might want to know.
- Use Visuals: Add pictures, charts, and videos to your blog posts. This makes the content more interesting and keeps people on your page for longer, which Google sees as a good sign.
- Update Old Content: Go back to your old blog posts and update them. Add new information, check for old facts, and make sure everything is still correct. This shows Google that your website is active and fresh.
Optimize for SERP Features
While a lot of SEO advice tells you to focus on ranking #1, the real goal now is to get into those special boxes on the search page. To do this, you need to structure your content in a certain way.
- For Featured Snippets (Paragraphs): When you’re defining something, put the definition in a clear, short paragraph right under a heading that asks a question (like “What is a Featured Snippet?”).
- For Lists and Steps: If you’re writing a “how-to” guide, use numbered or bulleted lists. For example, “Step 1: Get Proactive About Your Reviews” is a great way to show Google you have a clear, easy-to-read list.
- For Tables: If you have data to share, put it in a table. This makes it easy for Google to understand and pull into a featured snippet.
By doing these things, you’re giving Google exactly what it wants to show in its instant answers. You’re giving them the answer they need to display, and they will link back to your website for the full story.
Key Takeaways
- Your traffic might be declining because of “zero-click searches.” Google is giving answers right on the search page, so people don’t have to click on your website.
- The new focus is on E-E-A-T. Your website needs to show Google that you have Experience, Expertise, Authoritativeness, and Trustworthiness.
- To prove E-E-A-T, share real-world stories, have a detailed “About Us” page, get links from other reputable websites, and build a great reputation with positive reviews.
- The best way to get found is to be truly helpful. Create high-quality, long-form content that answers your customers’ most important questions.
- Optimize your content for Google’s special features. Use clear headings, numbered lists, and tables to make it easy for Google to pull your information into a featured snippet.
At Business Solutions Marketing Group, we help businesses with all of this and more. From Google Business Listing Optimization to making sure your website is as helpful as possible, we’re here to help you get found online. You can learn more about all of our services at our website.
You’ve worked too hard on your business to let these changes get you down. By understanding how Google works today and building your E-E-A-T, you can not only survive but also thrive. We’re here to help you get there.
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