Google Quietly Changed Search and We’re Already Feeling the Fallout

Something strange has been happening lately.

At first, we thought it was just a seasonal dip, fewer clicks here, slower traffic there. But then, when we dug into our analytics, we saw it: a 75% drop in AI search traffic to Noble Fox Media’s website in just 30 days.

That’s when we realized we weren’t alone.

Turns out, Google quietly made a change that’s shaking up the internet, and it’s going to hit small businesses, creators, and startups the hardest.

What Happened and Why It Matters

Google used to let you show up to 100 results per page in search. That meant when AI tools, SEO crawlers, and even your own research pulled data, they could easily scan hundreds of sites to find the most relevant answers.

But as of September 2025, that option is gone. You’re locked at 10 results per page no matter what. TechWyse confirmed the change, and it’s already rippling through the industry.

At first glance, that sounds like a minor user experience update. But for marketers and AI tools that rely on broader data sets, it’s devastating.

As one user put it on Reddit:

“Google just cut off 90% of the internet from AI.”

And they’re not exaggerating.

Why This Is So Brutal for Small Businesses

We’re seeing a few things happen at once AI Overviews are taking over.

More than half of Google searches now include AI-generated summaries at the top. When that happens, people rarely scroll, let alone click. A Pew Research study found that only 8% of users click a link when an AI summary appears, compared to 15% when it doesn’t.

Traffic across the board is tanking. Publishers report drops between 30 to 70 percent. The Guardian found that some news sites lost up to 80% of traffic when AI summaries replaced their listings.

SEO tools are scrambling. Limiting search results to 10 means SEO trackers now have to make 10 times more requests to get the same data. WebProNews reported that this is “making it exponentially harder and more expensive for automated tools to compile comprehensive rankings.”

And for us? That 75% drop in AI-driven impressions has made it crystal clear: if you’re not in the top 10 results, you might as well be invisible in AI search.

What This Means for Startups and Creators

If you’re a small business trying to build visibility, this is a huge blow. Google just made it 10 times harder to get discovered, not only by people, but by AI assistants, browsers, and tools that rely on Google’s data.

For startups and local brands, that means fewer opportunities for organic discovery, harder climbs for long-tail keywords, and less visibility in AI summaries.

In other words, if you’re not already ranking high, it’s going to be a serious fight to get there.

But It’s Not Hopeless. Here’s How We’re Adapting.

The internet changes constantly, and we’ve been here before. We can complain about the new rules, or we can rewrite the playbook.

Here’s what’s actually helping us and what research backs up:

1. Create content that’s AI-friendly. Generative AI tools like ChatGPT, Gemini, and Perplexity love structured, concise answers. Add FAQ sections, bold headers, lists, and “answer first” paragraphs that make it easy to quote or cite you.

2. Focus on topical authority. Instead of chasing hundreds of keywords, build clusters of related content that position your site as a trusted expert on a single theme. AI rewards expertise and consistency

3. Don’t rely on Google alone. We’re doubling down on our email list, social content, and text message marketing. When your visibility in search drops, your owned audience becomes priceless.

4. Track AI visibility, not just rankings. New tools like Otterly.ai show when your content appears in AI summaries so you can optimize for where AI is pulling its information, not just where Google’s ranking you.

5. Stay early and consistent. AI tends to cite what others have already cited. So being first or at least fast matters. Publish fresh, original takes and keep your content updated

Bottom Line

Google’s not the same search engine it used to be. It’s an answer engine now. While that feels like a loss for creators, it’s also a wake-up call.

If you’re a small business, this is the moment to rethink your visibility strategy. Build direct connections, make content that’s AI-readable, and establish your brand as the trusted voice in your space.

We’re definitely feeling the squeeze here at Noble Fox Media. But instead of fighting the tide, we’re learning how to surf it and helping our clients do the same.

Because while Google may have narrowed the field, there’s still plenty of room to win if you play smarter, not louder.

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Noble Fox Media is a full-service marketing agency. We manage all digital, print, and community-based marketing campaigns for small businesses, churches, and nonprofits. We specialize in custom strategy and reject cookie cutter marketing. Let's build something great together.

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www.noblefoxmedia.com