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More people are turning to ChatGPT, Gemini and other AI platforms to find services, compare businesses and get recommendations. Google is changing too, with AI playing an increasingly prominent role in its search results.

Think about someone looking for an accountant in Dubai. Previously, they'd probably search Google, browse a few websites and compare their options.

Now they might ask ChatGPT to recommend an accountant who specialises in helping British business owners in Dubai, and receive a shortlist of businesses relevant to their circumstances.

For SMEs, this changes how we need to think about our websites, the content we publish and ultimately, how we attract customers.

What Changed Across Google and AI Search in 2026?

Google's algorithm updates continued to prioritise website quality

Throughout 2026, Google released major algorithm updates in March and May, with another beginning in November, alongside several spam updates.

Google has been making a continued effort to reduce the visibility of low-quality websites and content created primarily to manipulate search rankings.

This is particularly relevant now that businesses can produce hundreds of AI-generated articles in a matter of hours. Much of this content simply repeats what already exists online, offering very little original value.

Google specifically targets what it calls "scaled content abuse", where websites publish large volumes of content primarily to influence rankings.

AI-generated content isn't automatically a problem. But if you're publishing dozens of generic articles with no original insight, you're unlikely to be building a strong long-term SEO strategy.

My advice would be to spend more time improving the content you already have, adding genuine expertise, useful examples and information your customers actually need.

AI search is becoming increasingly personalised

One of the biggest changes I'm seeing is how specific AI recommendations are becoming.

With ChatGPT's memory and Google's Personal Intelligence, these platforms can increasingly draw on previous conversations, preferences and personal circumstances, where users have enabled those features.

Rather than searching for "business setup companies Dubai", someone might ask for a consultancy that helps British entrepreneurs relocate, establish a company on a limited budget and arrange family visas.

AI can use that additional context to recommend businesses suited to those exact requirements.

This is why I think demonstrating expertise in specific services and customer situations will become increasingly important.

If your website simply says you offer "business consultancy services", you're giving AI very little to work with. Explain exactly what you specialise in, who you help and the problems you've successfully solved.

What Will Matter Most for SMEs in 2027?

1. Trust and credibility

Google's E-E-A-T framework stands for Experience, Expertise, Authoritativeness and Trustworthiness.

While it's not a direct ranking score, it's a useful way to think about how credible your business appears online.

Take two accounting firms. One claims to offer excellent customer service and experienced accountants. The other shows you who its accountants are, their qualifications, actual customer reviews and examples of businesses they've helped.

Which would you trust more?

For SMEs, I'd recommend starting with the basics. Make sure your website includes genuine reviews, detailed team profiles, relevant accreditations and case studies.

If you regularly work with British entrepreneurs or international businesses in Dubai, demonstrate that experience.

Your reputation elsewhere matters too. Keep your Google Business Profile updated, collect genuine reviews and look for opportunities to be featured in relevant industry publications and professional organisations.

2. More specific content, less generic information

I regularly come across websites with dozens of blog articles but very little useful information about the services the business actually sells.

This needs to change.

For example, a consultancy with one generic "Business Advisory" page gives potential customers far less information than a competitor with detailed pages covering company formation, corporate restructuring and market entry for British businesses.

I'd start by identifying your most profitable services and making sure each has a genuinely useful page.

Explain who the service is for, how it works, the problems you solve and what makes your business qualified to deliver it.

Case studies are particularly valuable. Explain the customer's original problem, what you did, the results and what they thought of your work.

These give prospective customers something tangible to evaluate while also helping AI platforms understand the specific situations your business has experience with.

3. User experience and conversion optimisation

This is probably the area I'd prioritise most for SMEs.

You could rank first on Google or receive a glowing recommendation from ChatGPT, but if someone lands on your website and struggles to find what they need, you've wasted that opportunity.

And it's surprising how often this happens.

Start by opening your website on your phone. Can you understand what the business offers within five seconds? Are reviews easy to find? Can someone contact you through WhatsApp or a simple form without jumping through hoops?

I'd also recommend installing Microsoft Clarity, a completely free tool that lets you see how people interact with your website through heatmaps and session recordings.

It's particularly useful for spotting things you wouldn't otherwise notice, such as people repeatedly clicking elements that don't work or abandoning a form halfway through.

Small improvements here can make a substantial difference to the number of enquiries you're generating, without needing any additional traffic.

Why AI Traffic Could Be More Valuable Than Google Traffic

Something I've been looking at quite closely recently is how visitors from AI platforms behave compared with those arriving from Google.

For one Dubai home services client, the results have been particularly interesting.

• Google organic conversion rate: 13.5%
• AI traffic conversion rate: 38.5%
• AI brings in around 25% of Google's traffic volume, but generates approximately 70% as many leads.

That's almost three times the conversion rate, and the Google figure is already very strong.

So why the difference?

My theory is that it largely comes down to search intent.

On many websites I've audited, AI traffic goes to blogs and informational articles. People are researching a topic, but aren't necessarily ready to buy.

For this particular client, AI platforms are recommending specific service pages and case studies instead.

By the time someone visits the website, they already know what they need and have been introduced to a business that might be able to help.

I wouldn't expect every business to achieve conversion rates like these. However, it demonstrates why I'm much more interested in the quality of AI traffic and the enquiries it generates than simply how often a brand gets mentioned.

What Should Your Business Do to Kickstart 2027?

If you're running an SME and don't have a huge marketing budget, here's where I'd start.

1. Review your three most important service pages. Are they detailed enough? Do they explain who you help, how you work and why someone should choose you? Add specific examples wherever possible.

2. Give people a reason to trust you. Add genuine reviews, team profiles, qualifications and case studies. Check that your business details are consistent across relevant online platforms.

3. Make your website easier to use. Test it on mobile, simplify your enquiry process and install Microsoft Clarity to understand where visitors might be getting frustrated.

4. Start measuring what's actually generating business. You don't need expensive software for this.

Google Search Console is free and shows which searches bring people to your website. Its newer AI reporting also helps you understand where your content appears in Google's AI search experiences.

Google Analytics 4 (GA4) is also free. Under Reports > Acquisition > Traffic acquisition, you can now identify traffic from recognised AI platforms through the AI Assistant channel, alongside traditional Google organic traffic.

Make sure you're tracking enquiries, purchases or bookings so you can see which channels are producing results. Google's own AI search traffic is generally grouped within organic search, so bear that in mind when comparing the figures.

Planning for the future is the best way to avoid being hit by algorithm updates and being penalised by Google. Ultimately, the one thing that will NOT change is Google prioritising website’s with a great user experience - from design, to intent and content. Prioritise this, and you will improve your visibility by the end of the year.

Author: Oscar Scolding, Founder of Ecylpseo