7 Ways Your Small Business Can Reach New Customers — Without Google

AI and changes to search engines are truly transforming how small businesses get discovered online. Although the rise of AI overviews within Google search results presents opportunities to get found in new ways, it can be difficult for busy small business owners to keep up with all the algorithm changes.

Furthermore, organic website visits are down, and zero-click searches are up, so you can’t solely rely on customers finding your business on Google and then clicking through to your website.

It’s essential to diversify your marketing and use multiple strategies to get your business visible and reach new customers - beyond just organic Google search results.

Here Are Some Ways Small Businesses Can Grow Without Google:

1. Combine SEO, GEO And AEO Strategies

Traditional SEO, such as keywords and backlinks, remains important in the age of AI. However, adding a layer of AEO (answer engine optimization) and generative engine optimization may help your website show up in AI overviews and platforms like ChatGPT and Claude. Make sure to:

• Create high-quality educational blog posts and FAQ sections on your website.
• Within your content, answer questions that your customers are commonly asking and provide expert answers.

2. Engage With Potential Customers On Reddit And Quora

A recent study revealed that Reddit and Quora are the top two domains cited in AI overviews, as users ask and answer questions that are highly valuable, specific, and sometimes not answered elsewhere. This presents a great opportunity for small businesses to get active on these platforms, providing helpful answers to relevant questions to build credibility and trust, and in turn, increase the chance of being cited in AI overviews.

3. Don’t Sleep On Social Media

Did you know that Instagram posts now appear in Google search results? Instagram should now be a key part of your SEO strategy, as it offers an excellent opportunity to get your content in front of more potential customers.

Depending on your capacity, focus on one to two social media platforms, and grow from there. Choose platforms that make the most sense for your business, such as LinkedIn for B2B brands.

Consider these tactics to help reach and engage new customers:

• Provide value first. Before you hit publish, ask yourself if the post educates your audience in some way, entertains them, or inspires them to engage (like/comment/share/save).
• Giveaways/competitions are a great way to reach and engage new audiences. Better yet, partner up with another local business to cross-pollinate your reach.
• Partner with nano- and micro-influencers or local content creators. Their pre-built audiences are a great way to reach new people. It’s important that their audiences and the content they create aligns with your brand.

4. Build A Personal Brand On LinkedIn

More and more companies big and small are discovering the power of founder-led content. As a small business owner, embrace LinkedIn as a way to build a personal brand and reach new audiences. Make sure to optimize your profile so visitors understand exactly what you offer, and show up consistently with content that focuses on providing value and sharing your thought leadership.

5. Pitch A Small Business Podcast

What kind of podcasts do your ideal customers listen to? What podcasts are relevant to your topic or industry? Then pitch yourself as a guest to these podcasts. This is a great way to reach an already-established audience, share your insights and knowledge, and engage potential new customers.

Once the episode has aired, remember to share it across all of your own channels to amplify the reach even further.

6. Build An Email List

An email list is something that you own. This means it’s unaffected when Google or social media algorithms change, or if a platform goes down. So it’s essential to build your email list and nurture them with newsletters to keep building the relationship. Encourage people to subscribe to your email list and offer them a value-packed freebie (i.e., a lead magnet) such as a free e-book or PDF guide. You can promote this freebie across your website and social media channels, even at the end of your podcast appearances.

7. In-Person Small Business Networking

Even in a digital world, a bit of old-fashioned networking can still go a long way. Find any small business networking groups in your local area. Meeting new people and nurturing relationships helps to grow your personal brand, get visible in front of more potential customers, and could even lead to referrals.

It’s essential not to rely on just one marketing avenue. We know it can be overwhelming, though, when there are numerous actions out there. So start with a couple of new platforms and build from there.

You don’t have to do everything. By diversifying and giving your ideal customers more ways to discover your small business, you’ll set yourself up for more success.