"Small business owners are all saying the same thing: "My website traffic is tanking, and the stuff that used to work just doesn't anymore." And they're right. A 2024 study by SparkToro CEO Rand Fishkin found that nearly 60% of searches in the U.S. don't end in a click - people are getting answers from AI and never visiting your site."
"So you're a business owner, your traffic's down the drain, and you're wondering, "What the heck do I do?" If you're curious and willing to take action, this is the best time ever to be a small business. You have tools at your fingertips that used to require expensive agency contracts. You just need a blueprint on how to use them."
Search behavior has shifted, with nearly 60% of U.S. searches not ending in clicks as AI provides answers, reducing website traffic. AI both diminishes traditional traffic and creates opportunities for small businesses to outpace competitors. Marketers report declining returns from the same efforts, prompting questions about effective strategies. Small businesses can leverage affordable AI tools formerly available only to agencies. HubSpot proposes a four-stage Loop Marketing framework combining human brand expression with AI assistance. The first stage, Express, emphasizes defining taste, tone, and point of view before applying AI. Many businesses lack documented unique value propositions.
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