If you’ve searched for something on Google recently – perhaps “best Sunday roast in Chelmsford” or “local kitchen painter near me” -you may have noticed that the search results look very different. Instead of the usual list of websites, you’re now presented with a block of text written by artificial intelligence at the top of the page. Google’s new system, Gemini, powers that block, and that’s why it’s so important to understand what Gemini is and why it’s a game changer for SEO.

If you want your website to stay visible online, especially in the years ahead, it’s worth taking a closer look at how this all works—and what you can do to keep up.

Google Has Changed the Rules

Not long ago, the goal for most businesses was simple: get to the top of Google. If your website appeared first in the results, you were in a strong position to gain traffic, leads and sales. Today, that top spot isn’t what it used to be.

Google now displays something called an AI Overview, written by Gemini, above everything else. It gives users a quick summary based on information pulled from across the internet. It often answers the question before someone has even looked at a single website.

The organic search results and paid adverts are still there, but you usually have to scroll to see them. And as we all know, most people don’t scroll.

Fewer People Are Clicking on Websites

In 2022, about 26% of desktop searches ended without a click. By 2024, that number had jumped to 60%. More than half of all searches now finish with the user reading Gemini’s summary and going no further. Even paid ads aren’t safe. When the AI Overview appears, clicks on ads drop by around 28%. Experts predict that 2028 organic search traffic could fall by 50%. On top of that, people are starting to use tools like ChatGPT and Gemini directly, without using Google at all.

Being at the “Top of Google” Is No Longer Enough

For years, ranking high on Google meant more traffic. But if your website now appears beneath a Gemini summary and several ads, it may be far down the screen, perhaps even out of sight. That means the old goal of reaching the top isn’t enough anymore. If you want to be seen, you must be included within the AI Overview. And that’s a whole new challenge.

Keywords Don’t Cut It Anymore

Many businesses have spent years focusing on keywords—phrases like “Chelmsford plumber” or “cheap MOTs near Broomfield”—hoping to climb the rankings.But Gemini doesn’t work that way. It doesn’t just scan for keywords. Instead, it looks for websites that feel trustworthy, offer clear answers, and explain things properly. The content should sound like a person, not a machine, wrote it, and it needs to be useful.

So, if your current approach to SEO is still centred around keyword tweaking, it may be time for a rethink.

What Gemini Does Look For

Gemini is selective. It only includes a handful of links in each AI Overview (usually five or six). To be one of them, your website needs to stand out.

That means:

• Offering clear, well-written content
• Using varied formats, such as articles, videos, or infographics
• Staying up to date with regular updates
• Showing real expertise, written in a human voice

For example, a bathroom fitter based in Springfield who writes a detailed guide on choosing non-slip flooring, with photos from a recent job, would produce Gemini-friendly content. That kind of content is exactly what Gemini is designed to notice. Add some answers to common questions about non-slip bathroom flooring, and the fitter is writing perfect, relevant content.

It’s about showing you know your stuff and showing it clearly.

It’s Tougher, But It’s Simpler Too

This change might sound frustrating, especially if you’ve worked hard to improve your search rankings. But in some ways, things are becoming simpler. Google has always encouraged people to write for humans, not algorithms. Gemini makes that advice more important than ever. No more gaming the system. No more chasing tricks. If you’re helpful, up to date and clear, you’re on the right path.

What You Can Do Now

Here are a few practical things you can do to give your website the best chance of being included in Gemini’s summaries.

1. Share Useful Knowledge

Think about what your customers ask you all the time. A local roofer in Great Baddow might write about spotting early signs of storm damage. A personal trainer near Writtle could offer tips for staying active in winter. This is the sort of content Gemini values.

2. Keep Your Website Fresh

If you haven’t updated your site in months (or years), now’s the time. Add something new regularly, even a short post or customer Q&A makes a difference.

3. Use More Than Just Text

Mix in photos, how-to videos, or visual guides. It doesn’t need to be fancy, just clear.

4. Go Deep, Not Wide

One thoughtful article is better than ten half-hearted ones. Take time to explain something properly. Depth builds trust. Aim for at least 800 words.

5. Write Like You Speak

Avoid jargon. Use clear, friendly language. If your customer understands it in conversation, it’s good for your website, too.

6. Mention Where You Work

Don’t overdo it, but use place names where they make sense. Talking about Chelmsford, Galleywood, or Springfield helps Gemini recognise your local relevance.

7. Make Time Each Month

Even an hour a month spent writing or updating content can help you stay on track.

The future of search belongs to businesses that focus on quality. If you do that, you’ll be in a much stronger position, no matter how the technology evolves.

Further Reading:

What Are Meta Descriptions and Why Are They Important?