7 min Open Google right now and the results page looks nothing like it did two years ago. Instead of a simple list of blue links, you’ll often see an AI summary, video results, a map pack, forum discussions, and a “People Also Ask” box before you reach the first traditional website result.
For small businesses, Google New Search Features can feel like another thing to keep up with. But they’re also a real opportunity. If you understand how these different sections work, you can appear in more places your customers are already looking — without relying only on paid ads.
Here’s what each feature means, why it matters for local service businesses, and what you can do now to improve your visibility.
If you’re still working on the basics, start with our guide on how to make your website easier to find on Google.
Key takeaways
- Google’s results page now has more layers, and traditional website links are pushed lower. Showing up in these new formats is the difference between getting found and getting buried.
- Being mentioned in an AI Overview is the best spot on the page. To land there, publish short, current answers with clear headings — regularly, in your niche.
- Your Google Business Profile is your local lifeline. Incomplete or inactive? People nearby can’t find you, even if your website’s flawless.
- Video is prime real estate and you don’t need to pay for it. Use YouTube, stick to “how to” topics, and write titles that match exactly what people search.
Why Google looks so different now
Maybe your site traffic has dipped even though your content is solid. That’s not your imagination.
Since 2023, Google has been rolling out new search features across the board. Search for any local service and you’ll likely see an AI summary, a map pack, a reviews block, videos, side-by-side comparisons, directory listings, and forum threads. All on one page. For UK-based small businesses, this is the daily reality.
Websites still matter. But so does your Google Business Profile, your reviews, your videos, your photos, and any mentions you’re getting elsewhere online. Every one of those touchpoints counts.
Every new format is also a new entry point — if you know what you’re targeting.
AI Overviews
Ask Google a question — “how to fix back pain,” “what does a business coach do,” “is IPL right for me” — and you might get a short AI-generated summary right at the top of the page. That’s an AI Overview: a quick answer pulled from trusted sources, with the contributing links shown at the top.
More than half of Britons surveyed by YouGov said they often see AI summaries in search results. They’re not a niche feature anymore.
The trade-off is real, though. According to Pew Research, users clicked a traditional search result link only 8% of the time when an AI summary appeared, compared with 15% when it did not. Clicks go down. But being cited or visible around an AI Overview can still put your business in front of potential clients at the exact moment they are looking for answers. That means visibility matters, even when fewer people click through.
How to get cited in AI Overviews
- Answer common client questions clearly and directly — one question, one clear answer.
- Keep your content current. Outdated pages get deprioritised fast.
- Publish consistently in your niche so Google recognises your expertise over time.
- Add a summary or bullet list of key points at the top of longer articles.
- Use clear headings, subheadings, and internal links so Google can navigate your site easily.
The basics still matter too: fast load times, mobile-friendly design, and clean page titles. None of that has changed.
People also ask
Just below the AI Overview sits the “People also ask” box — a set of related questions that expand to show a short answer and a source link. This is your route to a featured snippet, and for local businesses, it’s gold.
These are the exact questions your potential clients are typing: “How many physio sessions will I need?”, “What happens in a first coaching session?”, “How often should I get a facial?” Answer them well, and your page shows up here — above most regular results.
How to earn a featured snippet
- Write tight, direct answers. Aim for 40 to 60 words per answer.
- Use an FAQ section or structure articles around question-based H2s.
- Add numbered steps or bullet lists where they fit — Google pulls these easily.
- Write the way your clients speak. Drop the jargon.
Local pack and Google Maps
Search “sports massage Manchester” or “life coach near me” and you’ll see a map with 3 business listings near the top. That’s the local pack — and for physical businesses or anyone serving a specific area, it’s the most valuable piece of real estate on the page.
Showing up here depends almost entirely on your Google Business Profile. Unclaimed, incomplete, or inactive? You’re invisible to local searches, full stop.
How to win in the local pack
- Claim and verify your profile if you haven’t yet. It’s free and takes minutes.
- Fill it out completely: name, address, phone number, opening hours, services, photos — everything.
- Keep it active. Post updates, respond to reviews, add new photos regularly.
- Make sure the contact and location details on your website match your profile exactly. Embed a Google Map too.
- Multiple locations? Each one needs its own profile.
Video results
Search “how to relieve neck pain” or “at-home facial routine” and a carousel of videos appears above most text results. This is one of Google’s new search features that small businesses often overlook — and it’s one of the few places where you can outrank big brands without a budget.
Almost every video in these carousels comes from YouTube (Google owns it, so no surprises there). If you’re making video content, start there.
How to get featured in video results
- Focus on how-to and FAQ topics — these trigger video carousels most often.
- Write titles that match search terms directly: “How to Relieve Neck Pain at Home” beats anything clever.
- Add timestamps (chapters) to your videos so Google can surface the most relevant moment.
- Show every step clearly. Viewers and algorithms both reward thoroughness.
Discussions and forums
Google now pulls live threads from Reddit, Quora, and niche communities into a dedicated “Discussions and forums” section. People trust real conversations — a thread where someone asks “is physio worth it?” and gets 40 genuine responses carries more weight than a polished marketing page.
Showing up here is less about tactics and more about being a genuine participant.
How to appear in forum results
- Join relevant subreddits (r/Fitness, r/Entrepreneur, r/AskUK) and Quora spaces in your field.
- Look for trending questions and contribute early — recency matters in this section.
- Write the way people actually talk. Buzzwords and sales language get ignored (or downvoted).
- Only link your own content when it genuinely adds something to the conversation.
Where to start with Google new search features, depending on your business
You don’t need to do all of this at once. Attempting everything simultaneously is a reliable way to do nothing well.
If you’re chasing local clients — get your Google Business Profile airtight first. Fill it out completely, post to it regularly, and make sure your website details match. This is the single highest-return action most local businesses can take right now.
If clients ask you the same questions on every call — those questions are your content calendar. Every FAQ is a potential featured snippet or AI Overview citation. Answer them clearly, publish them as blog posts or FAQs, and let Google do the distribution.
If your work is visual — physiotherapists, beauty therapists, hair stylists, coaches running workshops — lean into video and photos. Walkthroughs, before-and-afters, quick how-tos. People want to see what you do before they book.
Pick the format that fits your business first. Get that right, then build outward.
That’s what we built Peerie for — to help you show up where it counts, with a step-by-step plan that actually makes sense for your business. No agency fees, no generic checklists.
Ready to get started? Try Peerie →
FAQs about Google new search features
Does having a website still matter if Google shows AI Overviews instead?
Yes — and your website is actually how you get into those AI Overviews in the first place. Google pulls its summaries from trusted sources across the web, and a well-structured site with clear, current answers is exactly what it's looking for. A good website and AI visibility work together, not against each other.
How long does it take to show up in the local pack?
It depends on how competitive your area is, but most businesses see movement within 4 to 8 weeks of properly setting up and actively maintaining their Google Business Profile. The biggest delay is usually verification — once that's done and your profile is complete, Google starts taking notice fairly quickly.
Do I need a big following on YouTube to appear in video search results?
No. Subscriber count has very little bearing on whether a video appears in Google's video carousel. What matters is relevance — does the title and content match what someone searched? A small physio practice with 50 subscribers can outrank a national health brand if the video directly answers the question being asked.
What's the difference between an AI Overview and a featured snippet?
A featured snippet is a single boxed result pulled from one page — usually a direct answer to a specific question. An AI Overview is broader: Google synthesises information from multiple sources and writes a summary itself, with several contributing links shown alongside it. You can appear in both, and optimising for one tends to help with the other.
Will any of this still apply if Google changes its search results again?
Almost certainly, yes. The specific formats will keep evolving, but the underlying logic won't: Google rewards content that's accurate, current, specific to a topic, and easy to read. Whatever new features appear, those four things will still matter. Building your content around them isn't chasing an algorithm — it's just producing useful material for the people you're trying to reach.
