A billion people a month are now searching Google with AI. If you're not being cited, you're not being found.

Google held its annual I/O developer conference this week, Ive just read through their email and the announcements related to its search engine buried inside it deserve more attention from small business owners than they're getting.

Here's the headline number.

Just one year after launching AI Mode, Google now has over one billion monthly users running searches through its AI. Query volume has more than doubled every quarter since launch, and last quarter the total number of searches hit an all-time high.

Read that again.

People aren't searching less because of AI. They're searching more. And the way they're searching has fundamentally changed.

What Google actually announced

There’s three things that I can see that matter for your business:

A reimagined Search box. It's the biggest change to the Search box in over 25 years. It dynamically expands so users can describe what they actually want in full sentences, not three-word keyword stubs. They can drop in images, files, videos, or pull from Chrome tabs as part of the query. The new default model is Gemini 3.5 Flash, rolled out globally from this week.

Conversational follow-ups. Users can ask a follow-up directly from an AI Overview and slide straight into AI Mode for a back-and-forth conversation. Google's own line is the one to pay attention to: "Your context stays with you, and as you explore more deeply, the links and supporting articles get even more relevant."

Search agents. Information agents that run in the background, monitoring blogs, news sites, social posts, finance data, and shopping listings for changes related to a specific question. They synthesise updates and send them to the user. Rolling out to Pro and Ultra subscribers this summer.

The bit small business owners need to actually understand

That line about "the deeper you dig, the more relevant the links" to me is the whole game.

SEO as we know it (what I’d' call old SEO) was about simply being ranked number one for "plumber Worcester" ro whatever your key search term is.

New AI search is about being the source Google's model trusts enough to cite when someone asks, "I've got an old radiator that hisses when the heating comes on, the pressure keeps dropping, and I think the boiler might need re-pressurising. Can someone in Worcester come and look at it this week, and what should I expect to pay?"

Those two queries are not the same.

The first is a keyword match. The second is a context-rich, multi-part question that Google's AI breaks down, reasons across, and answers by pulling specific snippets from specific pages, with links sitting alongside them.

If your website is built to rank purely for keywords, it might still rank. But it won't get cited. And the citation is where the clickthrough is beginning to live. Less for locally focussed businesses right now butI would epxect this to change.

Simply look at the adoption of ChatGBT, then look at how it moved so quickly to become used for search and you’ll see the pattern of how search is changing.

Why this matters more for small businesses than for the big players

Big brands have brand search baked in. People type "Screwfix" because they already know Screwfix. The vast majority of small business search opportunity has always sat in the long tail, the specific question, the local context, the niche problem.

That long tail is exactly what AI search amplifies. The deeper and more specific the user's question, the more likely Google's AI is to pull from a long, specific page on a small website rather than from a thin, generic page on a corporate one.

But only if the page actually exists, is structured properly, and is recognisable to the model as a credible source.

What to actually do about it

A few practical points, none of them new, all of them more urgent than they were a week ago:

• Write content that answers full questions, not keywords. If you sell replacement door locks in Manchester, you need a page that addresses "what's the best replacement door lock for a tradtional farm door in an old cottage", not just "door locks Manchester".

• Get your schema markup sorted. Structured data is how you tell Google's AI what your page actually is, who you are, what you charge, what other people have said about you. Without it, you're invisible to the model in any structured sense. Service schema, FAQ schema, review schema, organisation schema, product schema. All of it.

• Build trust signals the model can actually read. Real reviews with structured data. Real author bios. Real business information that matches across your site, Google Business Profile, and the rest of the web. Inconsistency makes you look like a low-trust source.

• Stop thinking in pages, start thinking in answers. Every page on your site should be the best possible answer to a specific question a customer might ask. If a page doesn't answer a question, it's not earning its keep.

• Get your Google Business Profile fully populated. Hours, services, products, photos, posts, the lot. It's the foundation of local AI citation.

It all comes back to one thing, it’s called Topical Authority which I’ve been writing about in The Digital Debrief for years ( and banging the drum loudly about it with my clients - sorry clients!) and it’s actually a really really simple thing to understand:

If Google sees your business website as the authority on its topic then it will refer to it when someone wants to find out something. That meant previouslly it would refer to it in its search results. Today that means it will refer to it in it’s AI search results.

Trust me on this, if you’re not on the case you will get left behind.

The bottom line

A billion people a month are now interrogating Google through AI rather than typing keywords. They're asking longer, more specific questions, and they're getting more specific answers with more specific links.

The businesses being cited in those answers are winning the clicks. The ones who haven't structured their site for that shift are quietly losing visibility without ever seeing a ranking drop, because the ranking system itself is no longer the only game.

If you've been putting off the SEO conversation because the old model felt like a lottery, the new model is more deterministic than people realise. It rewards depth, specificity, structure, and trust. All of which are within reach of any small business willing to take it seriously.

The window to get ahead of competitors who are still treating this as next year's problem is open right now. It won't be open for long.

Here to help if you’re business needs it.

Thanks for reading,
Ollie

(Source: Google's I/O 2026 announcement, "A new era for AI Search", Elizabeth Reid, VP Search, 19 May 2026)

Madresfield Club launches new website to welcome new visitors

We've just launched a new website for Madresfield Club, the social club in Madresfield Village near Malvern.

The club has been part of the local community since 1894, but until now they had no real online presence beyond their Facebook page. That meant anyone searching for a venue near Malvern, or just looking for somewhere local for a drink, wouldn't find them.

We built them a new Squarespace site that shows off everything the club has to offer: a welcoming bar with proper club prices, a 60-seat function room available for private hire from just £20 an hour, and a home for their five skittles teams and darts squad.

Alongside the website, we put together a local SEO strategy to help them rank for venue hire searches in the Malvern area. That's already starting to pay off, with the club now appearing in results for the first time.

It's a great example of what a straightforward website and some targeted local SEO can do for a business that's been relying on word of mouth. Madresfield Club has been welcoming people for 130 years - now they've got a digital front door to match.

The new website can be found at www.madresfield-club.co.uk and you can read more about the project here.

Thanks for reading,
Ollie

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I've changed how we’re supporting local good causes

When I launched Midlands Digital back in the autumn of 2024, I made a commitment from day one that for every ten websites we built, we'd provide one completely free for a local charity, good cause, not-for-profit community organisation or someone that just really needed a helping hand.

It wasn't a marketing play. It was something I was genuinely proud to bake into the business.

We had the skills, the tools, and the passion — and these organisations were doing brilliant work across Herefordshire and Worcestershire without the budget to invest in a proper digital presence. So we rolled up our sleeves and stepped in.

And we didn't cut corners. Every charity project got the same treatment as a paying client.

We’d sit down to understand the organisation inside out, attending meetings, researching their audience, developing branding and graphic design from scratch.

Then we’d build a fully optimised website. Connecting domains. Testing. Refining. Launching. Hours and hours of considered, professional work — because these causes deserve the same quality as any commercial project.

To cap it off on top of the website build itself we also covered all associated costs for the first year. Hosting fees, professional email setup, and any third-party platform subscriptions needed to keep things running — tools like Calendly for bookings, Google Workspace, Mailchimp for newsletters, and whatever else the organisation needed to operate effectively online.

We also provided a full local SEO setup including Google Business Profile optimisation, Search Console submission, analytics configuration, and call tracking.

Everything handed over ready to go, at no cost whatsoever.

Well, almost no cost…!

We did ask just one thing in return.

Tag us in a single social media post when you announce your new website is live. That's it. Nothing more. Not a retainer. Not a referral fee. Not ongoing credit. Just one tag, one time, when the site goes live.

And I'll be honest about why that mattered to us. Charities have incredible communities behind them — supporters, volunteers, local business owners who care about the same causes.

A simple tag would introduce us to that audience and, hopefully, spread the word that we're a local business genuinely committed to doing good work for good causes. That exposure could lead to more opportunities with other local businesses and we’d then be able to help other good causes in the future.

We hoped it would cause a snowball effect of mutually beneficial good-will, where one project naturally led to the next.

That was the whole point but unfortunately - and here’s the reality check time - that never quite happened.

Despite delivering every project to the same standard we'd expect from a fully paid brief, when I looked back none of the organisations we supported followed through on that one tiny request.

And while I completely understand that charities are busy, stretched, and focused on far more important things than social media — it did make me take a step back and rethink whether this model was really working the way we'd hoped.

Because while the work was always free, it still represented a real investment of time, expertise, and money from our side. I was always happy to make that commitment — but over time, it became clear that a different approach would be fairer for everyone involved.

So I've rethought it…

What happens now for 2026

Rather than stepping away from supporting good causes altogether, my pledge is that Midlands Digital will now donate 5% of all profits from website builds to a nominated local charity each year.

That’s real money, going to a good cause doing real work in the local community. Alongside this we will offer a 10% reduction in cost to any local good causes who want to use our services.

I think it's consistent, sustainable and balanced. And honestly, I think it'll make a bigger difference in the long run than the occasional free website ever could.

I still believe passionately in giving back locally. That hasn't changed one bit but I think we've just found a better way to do it.

Thanks for reading,
Ollie

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I've joined the Herefordshire & Worcestershire Chamber of Commerce

I've spent the last few years building Midlands Digital from home. From the ground up, head down, doing the work, getting results for clients.

But here's the thing about working from home: you don't bump into people. There are no coffee chats, no golf days ( I don’t play golf but you get the jist), no "we should grab a beer" moments. And for a business like mine—where trust matters and most clients come through relationships—that's presets a problem.

So fast forward to today I've done something about it and this week, Midlands Digital officially became a member of the Herefordshire & Worcestershire Chamber of Commerce.

Why the Chamber?

This isn't my first time through the Chambers doors. Over the years, I've attended Chamber events as part of other businesses I've worked for. I've seen first-hand what it offers—and more importantly, who's in the room.

Not heavy handed marketers or motivational gurus. Actual business owners—running companies, making decisions, trying to grow. The kind of people I enjoy talking to and working with.

I always found value in those events. Good conversations, useful connections, and the kind of relationships that only happen when you're actually present. So when it came to getting Midlands Digital more visible locally, the Chamber was an obvious choice.

I'm not expecting to walk into a networking event and walk out with five new clients. If you are then a heads-up that's not how it works. But I do know that the best business relationships I've had started with a conversation, and weirdly for me considering what I do - not from a Google search.

What this means for Midlands Digital

Not much changes day-to-day. I'll still be doing the same work—helping owner-run SMEs get their marketing sorted. Strategy, websites, SEO, content. All joined up, all going somewhere.

But I'll be more visible locally, more involved and more present.

If you're a Chamber member and we haven't met yet, come and say hello at an event. I promise I won't try to sell you anything—I'd rather just have a decent conversation.

And if you're a business owner in the region wondering whether the Chamber is worth joining, my early take is: if you're serious about building relationships locally, it probably is.

Here's to getting out a bit more.

Thanks for reading.
Ollie

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New website goes live for GoForGranite

Picture this: you're talented stone worktop specialists with decades years of experience creating beautiful kitchens, but you want to expand your reach to more customers online. That's exactly where GoForGranite found themselves when they first reached out to us at Midlands Digital.

When we started working together, GoForGranite had already established themselves as skilled craftspeople in the stone worktop industry. They know their stuff when it came to creating stunning granite, quartz, and marble surfaces, but they wanted to expand their business throughout the Midlands and South West UK. Our challenge? Getting their name in front of potential customers who were actively searching for their services.

Expanding horizons

We began our partnership by focusing on what would make the biggest immediate impact—local SEO. Think of this as making sure GoForGranite showed up when someone in their immediate area typed "stone worktops near me" into Google. This wasn't about flashy marketing tactics; it was about building a solid foundation that would establish strong visibility in their core service areas.

The results were encouraging right from the start, giving GoForGranite that crucial initial momentum they needed to build their digital presence. But here's the thing about successful partnerships—they grow and evolve as the business does.

As GoForGranite began seeing success with their local visibility, their ambitions naturally grew too. They didn't want to just be the go-to stone worktop company in their immediate area; they wanted to capture customers across their entire service territory throughout the Midlands and South West.

This is where our strategy had to evolve. We shifted from focused local SEO to wider regional SEO tactics, helping GoForGranite show up for relevant searches across a much broader geographic area. It's one thing to rank well in your hometown—it's another challenge entirely to maintain visibility across multiple counties, cities and regions while still appearing relevant and trustworthy to potential customers.

The website rebuild

Then came the moment that really transformed everything. GoForGranite made the strategic decision to invest in a completely new website, but this wasn't just any website refresh. They instructed us to develop a premium digital platform that was specifically engineered for one primary purpose: generating high-quality homeowner leads.

This new website became something special. Instead of creating just another product showcase (which, let's be honest, is what most stone worktop companies do), we took a completely different approach. We meticulously optimised every piece of content to distinguish GoForGranite from their competitors in a crowded market.

Here's what made the difference: rather than simply displaying beautiful photos of granite worktops and listing services, the new website became an educational resource. We created content that actually helps homeowners understand the entire process—from selecting the right materials for their specific needs and budget, to understanding what's involved in the installation process, to learning how to properly maintain their investment for years to come.

This approach positioned GoForGranite as trusted advisors rather than just another supplier trying to make a sale. When potential customers land on their website, they don't just see pretty pictures (althugh there’s lots of those too!), they get genuine value and insights that help them make informed decisions about their kitchen renovation or new build project.

Connecting with the right audience

This content-rich, educational approach resonates particularly well with GoForGranite's ideal customers: discerning homeowners who are undertaking significant kitchen renovations or building new homes. These aren't impulse buyers—they're people who want to understand their options, compare materials thoughtfully, and work with professionals who can guide them through the process.

Today, GoForGranite's digital presence tells a compelling story. It effectively communicates both their exceptional craftsmanship and their consultative, customer-focused approach. More importantly, it generates a consistent flow of qualified homeowner leads throughout the Midlands and South West—not just any leads, but the right kind of leads from customers who understand the value of quality workmanship.

The website has become much more than a marketing tool; it's a valuable business asset that works around the clock. Not only does it attract new business, but it also sets proper expectations and educates potential clients before they even pick up the phone for their first consultation. This means smoother customer journeys, faster bookings, and ultimately higher satisfaction rates for both GoForGranite and their clients.

It's a perfect example of how the right digital strategy, executed thoughtfully and evolved over time, can transform a skilled local business into a regional leader in their industry.

Thanks for reading,
Ollie

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Icequest partners with Midlands Digital to launch new website

Creating an engaging online presence is more important than ever, especially for businesses like activity venues that rely on foot traffic and customer interaction. Recently, a bustling activity venue based in Malvern, Worcestershire, offering attractions such as an ice rink, laser quest games, and escape rooms, recognised this need and decided to enhance their online presence.

Partnering with us at Midlands Digital we designed, built, and launched a new website that prioritises user engagement and helps simplify the booking process.

Research and collaboration

When we first connected with the Icequest, it became clear that they were eager to attract more visitors and improve their overall customer experience. The existing website had done a good job but there was room for improvement; to help potential customers easily navigate the site, find essential information, and ultimately book activities. This is where we stepped in, ready to create a solution tailored to their unique needs and goals.

Understanding the venue’s offerings was crucial to our approach. With diverse activities like ice skating, laser quest, and escape rooms, we knew the website needed to showcase these experiences effectively. We conducted a thorough analysis, engaging with the venue's management and staff to understand their vision and customer expectations. This collaborative phase set the foundation for a website design that truly reflected the spirit of the venue.

Designing a website that converts

Our focus on user engagement came into play during the design phase. We worked to create a friendly interface that invites users to explore the various activities on offer while ensuring that the booking process is smooth and straightforward. The thoughtful layout encourages visitors to delve into each offering, with a refreshed colour palette, clear descriptions, vibrant imagery, and engaging calls-to-action that naturally guide them toward making a reservation.

One of the key features we incorporated was to seamlessly integrate with their dynamic booking system, allowing visitors to see availability in real-time, select the date and time they wish to visit, and manage their bookings. This feature was vital, taking the guesswork out of planning a trip to the venue and eliminating potential frustration for both customers and staff. By making the booking process transparent and user-friendly, we aimed to improve booking conversion rates and boost overall satisfaction.

Responsive design was another critical aspect of our project. With data showing that many users accessed websites via their mobile devices, we ensured that the new site would offer an optimal experience across all platforms. Whether potential visitors were browsing on a desktop at work or checking out the ice skating times on their phone during their lunch break, the website’s performance would remain consistent and attractive.

Testing and launch

As we approached the launch phase, we also focused on SEO (search engine optimisation), implementing best practices to help the venue rank better in local search results and making it easier for local residents and visitors in Worcestershire to discover their fantastic offerings. By optimising web content and ensuring the site was structured for easy indexing by search engines, we aimed to increase organic traffic and visibility, driving more potential customers to the site.

After rigorous testing and refinements based on initial feedback, we launched the new website to great anticipation. Icequest was excited to unveil a platform that not only showcased what they offered but also provided an enjoyable user experience. Early metrics indicate increased user engagement, with more visitors spending time on the site and exploring different activities.

The partnership with Icequest exemplifies our commitment at Midlands Digital to fostering growth and success among our clients. By gaining a deep understanding of their needs and goals, we were able to design a website that effectively engages users but further streamlines the booking process.

We are excited to see how the venue continues to flourish as they welcome even more visitors to enjoy their ice rink, laser quest, and escape room experiences.

Thanks for reading,
Ollie

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