# Is SEO still worth it now that AI answers questions?

By Web Smart HQ · Published 2026-10-04 · Updated 2026-10-21

**Short answer:** Yes, for most local NZ businesses. Google says its AI features are built on its core ranking systems, so the same work still counts. Clicks are shrinking: 68% of US Google searches ended without a click in early 2026 (SparkToro). But AI answers still draw on websites, Google profiles and reviews, and the map pack still sends calls.

## Key takeaways

- Google says there's no separate "AI SEO". Good SEO is how you get into AI answers.
- Fewer people click, so measure calls and enquiries, not just traffic.
- For local searches, in our experience your Google Business Profile and reviews matter more than ever.
- Trying to trick AI answers now breaks Google's spam rules (since 15 May 2026).

## What has AI search actually changed?

AI search has mainly changed how many people click: AI Overviews and tools like ChatGPT, Gemini and Perplexity now answer many questions directly, so fewer searches send visitors to websites. Here's what the research says, with dates.

### The numbers behind the "SEO is dead" claims

| Finding | Figure | Source and date |
| --- | --- | --- |
| US Google searches that ended without a click | 68% (60% in 2024) | [SparkToro / Similarweb](https://sparktoro.com/blog/in-2026-less-than-one-third-of-google-searches-still-send-a-click/), Jan to Apr 2026 |
| Drop in clicks to the top result when an AI Overview shows | 58% | [Ahrefs](https://ahrefs.com/blog/ai-overviews-reduce-clicks-update/), Dec 2025 data, 300K keywords |
| AI Overview citations that also rank in the top 10 | 38% (76% in Jul 2025) | [Ahrefs](https://ahrefs.com/blog/ai-overview-citations-top-10/), 863K keywords |
| Google profile impressions vs actions | Impressions down 54%, actions down only ~5% | Birdeye data, 2026 |

_US and global studies. We haven't found NZ-only figures; we expect the direction to be similar._

Note the last row. People see fewer listings, but they still call, click and ask for directions at nearly the same rate.

## What didn't change?

The basics of SEO didn't change, because Google says its AI features are built on its core ranking systems. Google's own guide to [AI features and your website](https://developers.google.com/search/docs/appearance/ai-features) (updated 10 Jul 2026) says to ignore AI-specific tricks, and that structured data isn't required. For local businesses, it says to use Google Business Profiles.

So the basics still apply: clear service pages, a complete Google profile, steady reviews and a site Google can read. Local searchers still need a plumber, an accountant or a café nearby. The map pack still answers that.

## How does AI pick local businesses?

In our tests, AI tools picked local businesses on concrete facts, led by Google star rating and review count, then published prices, a clear niche and location. In Oct 2026 we tested NZ prompts across ChatGPT, Gemini, Perplexity and Claude. ChatGPT's local answers were clearly built from Google Business Profile data.

### Reasons AI gave, most common first

- Google star rating and review count.
- A published price.
- A clear niche, such as "builds websites for tradies".
- The suburb or town.
- Turnaround time.
- Years in business or number of jobs done.
- What's included.

This works for small businesses too. On 2 Oct 2026, ChatGPT named Web Smart HQ in its top 3 for "local SEO company West Auckland". Gemini named us in its top 3 for "web designer in Titirangi".

## What AI assistants look for when they recommend a local business

In a check we ran on 21 Oct 2026, we asked ChatGPT (with web search on) for an affordable Auckland web designer for a tradie. The small providers it recommended had three things in common. Their sites published clear prices and said whether GST was included. They had pages written for specific trades. And they said plainly whether Google Business Profile setup was included. One check isn't a study, but it matches the reasons AI gave in our wider October tests.

### What any local business can take from this

- Publish your prices, or at least a price range, and say whether they include GST.
- Give each service its own clear page.
- Name the suburbs, towns and areas you serve.
- Keep your Google Business Profile complete and up to date.
- Ask every customer for a review, and reply in your own words.
- Say what's included, and what isn't.

Search hasn't gone away. A survey of 877 NZ online shoppers by IAB Australia and Pureprofile found 93% use a search engine or online store to discover, research or compare a purchase, while 55% use AI tools at least sometimes ([eCommerceNews NZ](https://ecommercenews.co.nz/story/new-zealand-shoppers-turn-to-ai-social-for-research), 8 Jul 2026). And on 15 Oct 2026 Google said it is adding more links to websites inside AI Mode and AI Overviews, and showing them higher up ([Google](https://blog.google/products-and-platforms/products/search/updates-ai-mode-overviews-explore-web/)). Those links still point to websites.

## What to do differently now

The main changes for 2026 are to put a plain answer at the top of each page, write down the facts AI looks for, treat your Google profile as your shopfront, get listed in more places, and measure enquiries rather than visits.

### Five changes for 2026

1. **Put the answer first**: Start each page with a short, plain answer: what you do, where, and the price if you publish one. In our experience, AI tools quote the top of a page most.
2. **Write down the facts AI looks for**: Prices, service areas, turnaround and what's included. If it isn't written on your site, AI can't repeat it.
3. **Treat your Google profile as your shopfront**: Right category, every service listed, real photos, accurate hours. Reply to every review in your own words.
4. **Get mentioned in more places**: Each AI engine cites different sources. Be listed on the NZ directories and local sites that matter in your trade.
5. **Measure enquiries, not just visits**: Track calls, forms and direction requests. Clicks may fall while enquiries hold steady.

## What to avoid

Avoid anything that tries to manipulate AI answers, because since 15 May 2026 Google's [spam policies](https://developers.google.com/search/docs/essentials/spam-policies) cover those attempts. Self-promotional "best of" lists that rank the author first are a known risk. One SEO researcher documented sites with those lists losing visibility in January 2026.

Google also says it ignores llms.txt files, and that you don't need to "chunk" or rewrite pages for AI. Be sceptical of anyone selling a special AI score. In June 2026 Google said third-party tools can't see its ranking data, and pointed people to Search Console.

## How can you see your AI visibility?

The easiest way to see your AI visibility is Google Search Console's Generative AI report, plus asking ChatGPT and Gemini your customers' questions once a month. Google started it with a test group of sites on 3 Jun 2026 and rolled it out worldwide on 31 Aug 2026. It shows impressions by page, country and device, but not clicks or queries yet. Our [Search Console guide](https://websmarthq.com/guides/google-search-console-guide/) shows where to find it.

When you test ChatGPT and Gemini, note whether you're named, and what they say about you. Repeat it every month.

## Where Web Smart HQ fits

Web Smart HQ sets up sites so search engines and AI tools can read them: clear answers, written prices, schema and a sitemap. We also sort Google Business Profiles. For ongoing work, see [SEO](https://websmarthq.com/seo/) and [AI search optimisation](https://websmarthq.com/ai-search-optimisation/). We quote after a quick look at your site, and we never promise rankings.

Want to know how you show up today? Start with a [free website check](https://websmarthq.com/free-website-check/). We check 12 things and send you the three fixes that matter most, in plain English.

## Questions

### Is SEO dead, or replaced by AI?

No. Google says its AI Overviews and AI Mode are built on its core ranking systems. So SEO is how you get into them. Ahrefs found 38% of AI Overview citations also rank in Google's top 10. The map pack still shows for local searches, and AI tools pull facts from websites and Google profiles. What changed is that fewer people click.

### Is SEO still worth it in 2026 for a small business?

For local service businesses, usually yes. People still search "plumber near me" or "accountant Hamilton" and call whoever shows up. Paid clicks for "plumber auckland" cost about $12.52 each (ex GST, Oct 2026), so free visibility has real value. Map-pack results typically move in 1 to 2 months. Measure success by calls and enquiries, because clicks alone now tell only part of the story.

### What is replacing SEO?

Nothing is replacing it. You'll hear new names, like GEO (generative engine optimisation) and AEO (answer engine optimisation). They're best seen as an extension of SEO, not a replacement. Google says there's no separate trick for its AI features. The work is the same: clear pages, written facts, a complete Google profile, reviews, and mentions on other trusted sites.

### Will SEO exist in 5 years?

Nobody knows exactly. What seems likely is that people will keep asking search engines and AI tools for local businesses. Those tools need facts from somewhere: websites, Google profiles, reviews and directories. Businesses that keep those facts clear, current and consistent should stay visible, whatever the search box looks like.

### What makes ChatGPT recommend a local business?

In a check we ran on 21 Oct 2026, ChatGPT recommended small providers whose websites showed clear prices with the GST basis stated, had pages for specific trades, and said what was included. So publish prices or ranges, give each service its own page, name the areas you serve, keep your Google profile complete and ask every customer for a review.

### What should a small business do differently now?

Five things. Put a plain answer at the top of each page. Write down your prices, areas, turnaround and inclusions so AI can repeat them. Treat your Google profile as your shopfront, and reply to every review. Get listed on the NZ sites that matter in your trade. Measure calls and enquiries, not just website visits.

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Source: https://websmarthq.com/guides/is-seo-still-worth-it-ai/
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