Will Google’s new AI Search hurt small websites?

Yes—Google’s AI Search can hurt small websites, especially those that depend on generic informational search traffic. The main issue is that AI-generated answers can satisfy some searches directly on the results page, which can reduce clicks to external sites.

That said, the effect is uneven. Small sites that offer original reporting, firsthand experience, unique data, local expertise, or genuinely specialized content may still do well, and in some cases may benefit if Google cites them prominently.

A few practical points:

• AI answers can lower click-through rates for some informational queries.
• Standard organic links may get pushed further down the page when an AI answer appears.
• Sites with unique, experience-based content are more likely to stand out than sites publishing generic “how-to” articles.

If you run a small site, the safest approach is to watch your Search Console data, compare traffic on queries that trigger AI answers versus those that don’t, and diversify traffic beyond Google where possible.

Because Google’s search layouts and AI features continue to change, exact effects can vary over time and by query, so it’s worth checking current Google results for your main keywords before drawing firm conclusions.