If you've searched Google recently and noticed a new section at the very top of the page — an AI-generated summary that tries to answer your question before you click anything — that's a Google AI Overview. And it's changing what it means to "show up on Google" for small businesses in Barrie, Orillia, and across Northern Ontario.
The old goal was to appear on page one of Google results — one of the ten blue links. The new reality is that an AI-written summary now sits above all of those links. Customers read the summary, often get their answer, and sometimes never scroll down to the links at all. If your business is mentioned in that AI summary, you get the call. If you're not, you might as well not exist for that search.
This isn't optional or coming soon.Google AI Overviews are live right now and appearing on a wide range of local searches. Searches like "best plumber in Barrie," "family dentist Orillia," or "landscaping Muskoka" are already triggering AI Overviews. The question isn't whether this affects your business — it's whether you're in the summary or below it.
What Google AI Overviews Actually Are
Google AI Overviews (previously called SGE — Search Generative Experience) are AI-written answers that appear at the top of Google search results. Google's AI reads websites, reviews, business profiles, and other sources, then writes a direct answer to the search query.
For local searches, this usually looks like a paragraph summarizing the top options in an area, followed by two or three specific business callouts. The businesses that get called out aren't necessarily the ones with the best traditional SEO rankings. They're the ones whose information is most complete, most consistent, and most clearly matches what the searcher is looking for.
Think of it this way: a customer used to scan ten links and decide where to click. Now they read one AI-generated paragraph. Google has become the decision-maker — and it's deciding based on signals you can influence.
Why This Matters More in Smaller Markets
For businesses in Collingwood, Midland, Penetanguishene, or Huntsville, Google AI Overviews are actually a bigger opportunity than they are in large cities. In Toronto or Ottawa, dozens of businesses are competing for those two or three AI callout spots. In a market like Barrie or Orillia, the competition is much thinner.
A plumbing company in Barrie with a well-optimized Google Business Profile, consistent directory listings, and detailed service descriptions on their website has a realistic shot at being the business Google's AI singles out. In the 705 area, "good enough" optimization can be enough to land you at the top — if your competitors haven't bothered yet.
Most haven't. That's the window right now.
Four Things You Can Do to Get Featured
1. Complete Your Google Business Profile — Every Field
Google's AI draws heavily from your Google Business Profile when writing AI Overviews for local searches. Fill out your business category, write a detailed description (two to three sentences is fine), list all your services, confirm your service area, and upload recent photos. An incomplete profile is a weak signal — Google's AI will prefer a more complete competitor every time.
2. Write Website Content That Matches What People Search For
Google's AI reads your website to understand what you do and who you serve. If someone searches "emergency furnace repair Barrie" and your website has a page or section that specifically addresses emergency furnace repair in the Barrie area, you're giving Google's AI exactly what it needs to mention you.
You don't need a blog or a massive website. A clear services page with specific descriptions, a FAQ page, and a contact page that mentions your service area is often enough to get started.
3. Build a Steady Stream of Reviews
Google's AI Overviews factor in review quality, volume, and recency. A business with thirty reviews from this year will consistently outperform a business with a hundred reviews from four years ago. After every good job, ask your customer if they'd leave a Google review — and make it easy by texting them a direct link. Even two or three new reviews a month makes a meaningful difference over time.
4. Post Updates on Your Business Profile Regularly
Google rewards freshness. Businesses that post updates, promotions, or seasonal offers on their Business Profile signal to Google that they're active and engaged. Once a month is enough to stay current. Posts can be short — "We're now booking spring landscaping appointments for the Orillia area" is plenty. It keeps your profile active and gives Google's AI fresh content to work with.
For a deeper look at optimizing your Google Business Profile specifically — which is the foundation of both AI Overviews and broader AI search visibility — read our guide on Google Business Profile and AI search optimization. And if you want to understand what broader AI search optimization looks like, our AI visibility services cover the full picture.
What's at Stake for Local Businesses
Google AI Overviews aren't a trend to watch — they're live, they're growing, and they're changing who gets found. In Barrie, Orillia, Collingwood, and communities across the 705 region, the businesses that appear in those AI summaries will consistently win customers over businesses that don't.
The encouraging part is that the optimization work required to appear in Google AI Overviews is the same work that improves your overall online presence. You're not starting from scratch — you're strengthening what you already have. A well-maintained Google Business Profile, clear website content, and consistent reviews are the building blocks.
The best time to start was six months ago. The second best time is right now — before the businesses around you figure this out.
Book a free 30-minute call — we'll check whether your business is currently showing up in Google AI Overviews for your key searches, and tell you exactly what to fix.
Frequently Asked Questions
Are AI Overviews showing up on all Google searches?
Not on every single search, but on a very large and growing percentage. Local service searches, how-to questions, and comparison searches are particularly likely to trigger AI Overviews. Google is expanding the feature steadily — see Search Engine Land's coverage of AI Overviews for ongoing updates. If AI Overviews aren't showing for your business's key searches today, they very likely will be soon.
Do AI Overviews hurt website traffic?
They can reduce clicks on traditional search results because some customers get their answer from the AI summary and don't click through. But here's the flip side: if your business is featured or mentioned in the AI Overview itself, you get high-quality traffic — customers who have already been told you're a good option. Being in the AI Overview is better than being the first traditional link below it.
How do I know if I'm appearing in Google AI Overviews?
Try searching for your type of business in your area from a Google account that isn't logged in as your business. Use searches like "best [service] in [your town]" or "[service] near [your town]." If an AI Overview appears, check whether your business is mentioned or featured. It's a simple but revealing test to run once a month.
Do I need to pay for this? Is it like Google Ads?
Appearing in Google AI Overviews is not paid advertising — it's earned through the quality and completeness of your online presence. You cannot pay Google to be included in an AI Overview. You can track your profile's performance using Google Business Profile insights. This is why optimization matters: the businesses that do the work get the visibility. If you'd like help with the optimization process, that's exactly what our services are designed for.